Title | THE ARTMAP |
Brand | CATHAY PACIFIC AIRWAYS |
Product / Service | THE ARTMAP |
Category | D03. Data Visualisation |
Entrant | McCANN 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 |
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 |
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.
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.