Cathay Pacific: Move beyond by Publicis
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Cathay Pacific has unveiled a new tagline as part of its rebranding, which aims to show its commitment to put customers first by focusing on their experience with the airline.
Called ‘Move Beyond’ and created by Publicis Groupe agencies in Hong Kong like Leo Burnett, Digitas, Publicis Media, MSL, and experiential marketing consultancy, Luminous, the airline hopes to encourage its customers to step out of their comfort zones.
The campaign film, which was directed by Jake Scott, son of Ridley Scott, features Hong Kong’s cycling world champion Sarah Lee preparing for her next big race, the Hong Kong band Supper Moment spreading Cantonese rock beyond their hometown.
The airlines hope the campaign will showcase commitment to support every individual and help them achieve their dreams.
Credits
Client: Cathay Pacific
General Manager of Brand, Insights, and Communications: Edward Bell
Brand and Marketing team: Vivian Chan, Ruaraidh Smeaton, Prudence Lau, Ricardo Lo
Agency: Publicis Groupe Hong Kong
Creative Agency: Leo Burnett
Chief Creative Officer: Carol Lam
Executive Creative Director: William Li
Copy: Richard Tunbridge, Jessie Fung, Shiyi Wang
Art: Bobby Chiu, Jeanie Leung, Ryan Chan
Agency Producer: Anita Chan
Project Manager: Pelie Kwok, Shirley Chan
Print Production Manager: Imon Lee
Film Director: Jake Scott of RSA
Media Agency: Digitas
Managing Director: Antony Yiu
Integrated Media Planning and Buying: Urica Wong, Chris Leung, Hilda Ng, Priscilla Li, Gerri Mak, Martha So, Vivian Wong
Event and Experiential Marketing Agency: Luminous
General Manager: Chowpo Kong
Creative: Jay Lee, Anastasia Simone, Rio Lam, Lionel Maung, Nicole Lui
Project Management: Kelly Yeung, Ami Chan, Evelyn Wei
PR and Social Media Agency: MSL
Project Management: Miuson Chi, Karina Cheng, Ewen Cheuk, Ian Yee
Client Management:
Global Client Lead: Angie Wong
Client Management: Victor Lam, Ashley Wong, Lydia Wong, Leon Pat, Kelvin Chan, Headman Lai, Jenny Huen, Selena Leung, Mavis Kwok
