| Title | THE SOUNDS OF TRAVELLING WELL |
| Brand | CATHAY PACIFIC AIRWAYS LIMITED |
| Product / Service | CATHAY PACIFIC & CATHAY DRAGON |
| Category | D02. Data Storytelling |
| Entrant | McCANN Kuala Lumpur, MALAYSIA |
| Idea Creation | McCANN WORLDGROUP Kuala Lumpur, MALAYSIA |
| Production | FUSE ASIA Petaling Jaya, MALAYSIA |
| Production 2 | PASSION PICTURES Kuala Lumpur, MALAYSIA |
| Production 3 | VHQ POST Kuala Lumpur, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Sean Sim | McCann Erickson (Malaysia) Sdn. Bhd. | Chief Creative Officer |
| Ng Heok Seong | McCann Erickson (Malaysia) Sdn Bhd | Chief Creative Officer |
| Yow Kuan Wai | McCann Erickson (Malaysia) Sdn. Bhd. | Associate Creative Director |
| Zachary Yeoh | McCann Erickson (Malaysia) Sdn. Bhd. | Copywriter |
| Thomas Chiew | McCann Erickson (Malaysia) Sdn. Bhd. | Designer |
| Yuinny Soong | McCann Erickson (Malaysia) Sdn. Bhd. | Digital Project Manager |
| Jason Chia | McCann Erickson (Malaysia) Sdn. Bhd. | Digital Tech Lead |
| Hanafi Roslan | McCann Erickson (Malaysia) Sdn. Bhd. | Digital Designer |
| Pauline Moreira | McCann Erickson (Malaysia) Sdn. Bhd. | Head of AV |
| Martin Lever | McCann Hong Kong - Cathay Pacific Central Team | Executive Creative Director |
| Rick Kwan | McCann Hong Kong - Cathay Pacific Central Team | Creative Director |
| Agnes Lee | McCann Hong Kong - Cathay Pacific Central Team | Associate Creative Director |
| Fanny Lau | McCann Hong Kong - Cathay Pacific Central Team | Associate Creative Director |
| Dan Jacques | McCann Hong Kong - Cathay Pacific Central Team | Senior Copywriter |
| Daniel Cheong | McCann Hong Kong - Cathay Pacific Central Team | Senior Art Director |
| Nura Yusof | McCann Erickson (Malaysia) Sdn. Bhd. | Head of Strategic Planning |
| Jeanette Laws | McCann Erickson (Malaysia) Sdn. Bhd. | Business Director |
| Carmen Lim | McCann Erickson (Malaysia) Sdn. Bhd. | Brand Manager |
| Amber Gan | McCann Erickson (Malaysia) Sdn. Bhd. | Brand Executive |
| Brandon Cheung | McCann Hong Kong - Cathay Pacific Central Team | Managing Partner |
| Karen Chan | McCann Hong Kong - Cathay Pacific Central Team | Planning Director |
| Victor Lam | McCann Hong Kong - Cathay Pacific Central Team | Group Account Director |
| Eva Cheung | McCann Hong Kong - Cathay Pacific Central Team | Senior Account Director |
| Patricia Chung | McCann Hong Kong - Cathay Pacific Central Team | Senior Outport Manager |
| Lim Onn-Jian | Fuse Adventures In Audio | Sound engineer |
| Kimberly Chin | Fuse Adventures In Audio | Music Composer |
The Instagram generation just can’t stop taking pictures when they travel. Ironically, they’re not getting the entire picture. Research shows that this habit of mindlessly capturing a moment is disrupting the travel experience. This goes against what Cathay Pacific and Cathay Dragon stand for - travelling well. We tapped into travellers’ data to map out the most Instagrammed attractions around the world. Based on these data points, we set out to show them a whole other side to their travels they’d never considered before: through sound. Because sound is man's 2nd most essential sense in processing new experiences. So we created a unique song. A song made entirely from the sounds of travel.
We flew a team of audio recordists to capture thousands of audio moments at the most photographed tourist spots. Working with music composers, we identified what sounds could serve as what kinds of instruments. For example, a rare bamboo-cutting ceremony in Kyoto was used as kick drums, while the clicking of Taoist prayer sticks in Hong Kong served as castanets. All the iconic imagery from our travel data, reinterpreted in the form of a song. This travel-themed content was released as a music video on a dedicated campaign website, where people could also read about the sound-inspired travel experiences of others, as well as contribute their own stories. The best stories were rewarded with flight tickets.