The Drum Awards Festival - Out of Home

-d -h -min -sec

Author

By Danielle Long | Acting APAC Editor

May 3, 2023 | 5 min read

From eye masks, slippers, pens and cards, Cathay is celebrating Hong Kongers penchant for keepsakes in a quirky new campaign.

The 'Let’s Get Moving ;P’ campaign, created by Publicis Groupe Hong Kong, hopes to encourage people to get travelling by reminding them of one of the least-talked-about perks - aeroplane keepsakes.

The campaign is based on insights that many people in Hong Kong have Cathay-branded items in their homes as treasured reminders of past travels, says Edward Bell, general manager of brand, insights and marketing communications at Cathay.

“Our research showed that in Hong Kong, many people have some Cathay items tucked away somewhere. We found this encouraging and inspiring as we tend to keep mementos of those things we value and want to remember. So, we decided to build on this and ask all these keepsakes to come to life and encourage us all to ‘Let’s get moving’.”

The campaign used data taken from Cathay flights to unearth its most popular branded items – and made these items the stars of the campaign.

The campaign has already created a social media buzz, with Cathay inviting Hong Kongers to share their hoarding stories and some of Hong Kong’s most renowned influencers and celebrities are now coming clean about their favourite Cathay items.

Natalie Lam, chief creative officer, Publicis Groupe APAC & MEA, says, “There's a deep bond between Cathay and Hong Kongers over all the trips taken in the past 70 years. Every pen, deck of cards, cup or eye mask we have at home brings us back to the fond memories of each trip. We love the idea of celebrating flying again with this universal truth, telling the story through the lens of these ‘keepsakes’ between the airline and its customers."

The activity has also spurred the brand to create a new line of covetable merchandise, which will be available in the future.

Suggested newsletters for you

Daily Briefing

Daily

Catch up on the most important stories of the day, curated by our editorial team.

Ads of the Week

Wednesday

See the best ads of the last week - all in one place.

Media Agency Briefing

Thursday

Our media editor explores the biggest media buys and the trends rocking the sector.

Credits

Agency: Publicis Groupe Hong Kong

Natalie Lam, Chief Creative Officer, Publicis Groupe Asia Pacific, Middle East & Africa

Jason Williams, Head of Creative Excellence Publicis Groupe APAC MEA

Christopher Lee, Executive Creative Director, Publicis Groupe HK

Halo Cheng, Group Creative Director, Leo Burnett HK

Huey Wong, Creative Director, Leo Burnett HK

Miriam Yip, Creative Director, Leo Burnett HK

Dennis Yeung, Managing Partner, Leo Burnett HK

Kenneth Poon, Business Director, Leo Burnett HK

Jan Cheung, Associate Account Director, Leo Burnett HK

Production & VFX: UPP

Director: Oskar Bard

Music: Massive Music

Marketing Creative Works Hong Kong

More from Marketing

View all