The Drum Awards for Out of Home

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Date: Dec 2017
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Cathay Pacific has found a use for its retired uniforms, turning them into ‘Well Travelled Lai See’, the red enveloped given out at Chinese New Year.

According to Cathay Pacific, 320 million Lai See packets are given out each year in Hong Kong alone and under 2% of them are reused. By both recycling the uniforms that were destined for landfill and creating well-designed reusable Lai See, Cathay Pacific hopes to encourage a more sustainable way of giving.

The Lai See will be sold but the airline brand will give any profits made to a local Hong Kong charity.

Created alongside McCann Worldgroup Hong Kong, the design of the red envelope was created by eco designer Angus Tsui. As an additional nod to doing good, they were then manufactured by Redress and St James Upcycling Centre, a charity focused on helping the disabled community of Hong Kong.


Cathay Pacific:

Grace Cheung, Head of Public Engagement - Corporate Affairs Department

Prian Chan, Assistant Environmental Manager - Corporate Affairs Department

Priscilla Chok, Social Media Manager - Corporate Affairs Department

McCann WorldGroup Hong Kong - Cathay Pacific Central Team:

Brandon Cheung, Managing Director

Strategic Planning

Prashant Galani, Strategist

Tracy Lui, Strategist

Account Management

Julia Broughton, Group Account Director

Adina Surdu, Account Director

Julian Egli, Account Manager

Channel Planning

Annie Ng, Associate Channel Planning Director

Teresa Mok, Channel Planner


Martin Lever, Executive Creative Director

Rick Kwan, Creative Director

Guilherme Pecego, Creative Director

Dan Jacques, Associate Creative Director

Agnes Lee, Associate Creative Director

Fanny Lau, Associate Creative Director

Daniel Cheong, Senior Art Director

Wai Wong, Art Director

O Mok, Art Director

Aneeza Arshad, Junior Art Director

Juvenia Poon, Head of Chinese Copy

Jules O'Brien, English Copywriter

Yvonne Cheng, Chinese Copywriter

Debby Yung, English Copywriter

Jennifer Chua, Motion Graphics Designer


Wing Tam, Producer