| Title | A RETURN JOURNEY THROUGH SCENT |
| Brand | CATHAY PACIFIC |
| Product / Service | AIR TRAVEL |
| Category | D02. Data Storytelling |
| Entrant | McCANN SYDNEY, AUSTRALIA |
| Idea Creation | McCANN SYDNEY, AUSTRALIA |
| Media Placement | UM Sydney, AUSTRALIA |
| PR | FLEISHMANHILLARD AUSTRALIA Sydney, AUSTRALIA |
| Production | McCANN SYDNEY, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Pat Baron | McCann | CCO |
| Jerker Fagerstrom | McCANN | Executive Creative Director |
| Adam Lee | McCann | Managing Director |
| Nicole Gardner | McCann | General Manager |
| Jonathon Shannon | McCann | Copywriter |
| Long Truong | McCann | Art Director |
| Leah Elder | McCann | Account Manager |
| Will Craven | McCann | Account Executive |
| Colin Tuohy | McCann | Head of Broadcast |
| Matthew Flinn | McCann | Senior Editor |
| Charlie Bruton | McCann | Head of Digital |
| Stacey Szabo | McCann | Digital Producer |
| Terry Chisolm | McCann | Head of Craft |
A return journey through scent - most travel memories tend to get stuck on phones and social media. Neuroscience has proven that the best way to evoke a memory is to use the sense of smell, transporting you faster than any airline to that time and place. So, we gave people a chance to re-live their travel memories more vividly than ever before with bespoke perfumes made from their individual social data. With unique designs delivered and a personalised note, describing their return journey through scent consumers could be transported back through senses and memory. With return journey through scent we now know exactly what data smells like.
By breaking down tourism metadata of 600,000 Australian travellers, we were able to assign each memory a key scent such as teahouses, flower markets, temples and spices, opening up infinite possibilities of fragrance combinations. Then collecting data from passengers’ social media, geo-location information, and using image recognition software we recreated an exact scent profile of the memories from their time in Hong Kong. By utilising PR and media we created a whirlwind of hype that reached over 80% of the population. Throughout course of 4 months, we made 10,102 bespoke fragrances and distributed them on select flights and to lucky social media users, connecting Cathay and Hong Kong in the minds of all Australian travellers.