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Cathay Pacific: Move beyond by Publicis

Agency: Publicis
Date: May 2019
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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.


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

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