Title | ROAD WARRIOR |
Brand | CATHAY PACIFIC |
Product / Service | AIRLINE |
Category | A09. Travel, Transport & Tourism, Entertainment & Leisure |
Entrant | GREAT GUNS Singapore, SINGAPORE |
Entrant Company | GREAT GUNS Singapore, SINGAPORE |
Advertising Agency | McCANN WORLDGROUP Hong Kong, HONG KONG |
Production Company | GREAT GUNS Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Martin Lever | McCann Hong Kong | Executive Creative Director |
Brandon Cheung | McCann Hong Kong | Managing Partner |
Pecego Guiherme | McCann Hong Kong | Creative Director |
Rick Kwan | McCann Hong Kong | Creative Director |
Agnes Lee | McCann Hong Kong | Senior Art Director |
Dan Jacques | McCann Hong Kong | Copywriter |
KK Chan | McCann Hong Kong | Associate Account Director |
Stephanie Li | McCann Hong Kong | Account Executive |
Hilda Chan | McCann Hong Kong | Business Director |
Wing Tam | McCann Hong Kong | Agency Producer |
Jonty Toosey | Great Guns Asia | Director |
Laura Gregory | Great Guns Asia | Executive Producer |
Richard Skepper | Great Guns Asia | Producer |
Luke Scott | Freelance | DOP Lighting Cameraman |
Dilys Tam | Touches Hong Kong | Post Production |
Lai Wai Ho Ball | Touches Hong Kong | Editor |
Chan Kwok Choi | Touches Hong Kong | Chief Colourist |
Dave Ransall | Carbon Logic | Composer |
Cathay Pacific unveiled their new global campaign “Life Well Travelled” with the aim to rebrand and communicate a more expansive position in the market for the airline. The aim of the campaign is to introduce Cathay’s new brand position focusing on the “imperfections of travel” and the role they play in delivering a more realistic experience – with the philosophy that if you travel well, you are better prepared for the adventure that comes. Director Jonty Toosey’s three distinctive films all relate to this single, powerful and inspiring #Lifewelltravelled campaign. Each film offers it’s own individual flavor of what is #lifewelltravelled, through a feast of honest scenes and images. The films feel observational; shadowing our protagonists as they go about negotiating their very different journeys, and coupled with the cinematic framing, the films feel intimate and unscripted. The underlying theme is this notion of contrast between the concentrated energy generated by travel, and the recharging effect of Cathay Pacific. Shot on location in Shanghai, “Road Warrior” represents the business traveller; a father or man in a foreign place. Where things don’t always go to plan which can prove both challenging and rewarding.