FAMILY

TitleFAMILY
ClientCATHAY PACIFIC
Product / ServiceAIRLINE
CategoryA09. Travel, Transport & Tourism, Entertainment & Leisure
EntrantGREAT GUNS Singapore, SINGAPORE
Entrant Company GREAT GUNS Singapore, SINGAPORE
Advertising Agency McCANN WORLDGROUP Hong Kong, HONG KONG
Production Company GREAT GUNS Singapore, SINGAPORE

Brief Explanation

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. Thesethree distinctive films all relate to this single, powerful and inspiring #Lifewelltravelled campaign. Each film offers its own individual flavor of what is #lifewelltravelled, through a feast of honest scenes and images. The films feel observational; shadowing our protagonists as they negotiate 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. “Family” offers a more realistic portrait of a family travelling. Filmed in Australia, we follow a real young family as they bond on holiday. We witness their genuine reactions and emotions as they travel, from hugs to tears.

Credits

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