THE ARTMAP

TitleTHE ARTMAP
BrandCATHAY PACIFIC AIRWAYS
Product / ServiceTHE ARTMAP
CategoryD03. Data Visualisation
EntrantMcCANN HONG KONG, HONG KONG
Idea Creation McCANN HONG KONG, HONG KONG
Media Placement McCANN HONG KONG, HONG KONG
PR McCANN HONG KONG, HONG KONG
Production McCANN HONG KONG, HONG KONG

Credits

Name Company Position
Martin Lever McCann Worldgroup Hong Kong Executive Creative Director
Guilherme Pecego McCann Worldgroup Hong Kong Creative Director
Dan Jacques McCann Worldgroup Hong Kong Associate Creative Director
Daniel Cheong McCann Worldgroup Hong Kong Senior Art Director
Brandon Cheung McCann Worldgroup Hong Kong Managing Partner
Julia Broughton McCann Worldgroup Hong Kong Group Account Director
Mandy Ng McCann Worldgroup Hong Kong Senior Account Executive
Ping, Wai Wong McCann Worldgroup Hong Kong Art Director
Juvenia Poon McCann Worldgroup Hong Kong Senior Chinese Copywriter
Mok, Ting Ngo McCann Worldgroup Hong Kong Art Director
George Cheung McCann Worldgroup Hong Kong Visualiser
Rick Kwan McCann Worldgroup Hong Kong Creative Director
Yvonne Cheng McCann Worldgroup Hong Kong Junior Chinese Copywriter
Aldric Lam MRM//McCann Hong Kong Senior Developer
Karen Chan McCann Worldgroup Hong Kong Planning Director
Kwoksum Pun MRM//McCann Hong Kong Senior Developer
Kat Pau McCann Worldgroup Hong Kong Creative Services Manager
Doris Law McCann Worldgroup Hong Kong Project Executive
Christopher Chiu McCann Worldgroup Hong Kong Studio Manager
Joe Meadway MRM//McCann Hong Kong Creative Technologist
Mabel Chui McCann Worldgroup Hong Kong Account Director
Ryen Wan McCann Worldgroup Hong Kong Account Manager
Malte Barten MRM//McCann Hong Kong Senior Digital Analyst

The Campaign

Cathay Pacific has terabytes of data on over 1 MILLION loyalty club members’ flights and destinations. But how could we use this data to connect in a meaningful and memorable way with each and every member on their birthday? How could we craft 1,089,365 truly personal birthday greetings?! The idea was to create a bespoke piece of animated Chinese contemporary art for each and every member, crafted using their personal travel data through a specially-designed algorithm. Each piece of art would visualise the story of their travels in the past year, birthday to birthday. And it would be delivered direct to their inbox. We called it The Artmap.

Creative Execution

Renowned HK-based digital artist Henry Chu helped create the algorithm we needed to extract the necessary data. We collaborated to create a Chinese calligraphy-inspired brushstroke tool that could “paint” journeys onto a world map. Our algorithm ensured that no two strokes would ever be replicated – every single Artmap would be entirely unique. The design was inspired by Cathay’s iconic “Brushwing” logo and contemporary Asian brand ethos. The digital interfaces (mobile, desktop, tablet) had a visual language inspired by Cathay’s First Class lounge at Hong Kong International Airport. The final project (launched 1 January 2017) transformed travel data in a way the world had never seen before. It started to deliver 1,089,365 individually crafted art pieces direct via EDM on members’ birthdays. Each member has the option to print a hi-res Artmap; to date almost 6,300 have been printed, with thousands more shared across social media.

Links

Website URL   |   Video URL