| Title | MOVE BEYOND LABELS |
| Brand | CATHAY PACIFIC AIRWAYS |
| Product / Service | AIRLINE BRANDING |
| Category | A11. Corporate Social Responsibility (CSR) / Corporate Image |
| Entrant | LEO BURNETT HONG KONG, HONG KONG SAR |
| Idea Creation | LEO BURNETT HONG KONG, HONG KONG SAR |
| Name | Company | Position |
|---|---|---|
| Carol Lam | Leo Burnett HK | President & Chief Creative Officer |
| William Li | Leo Burnett HK | Deputy Executive Creative Director |
| Richard Tunbridge | Leo Burnett HK | Group Creative Director & Copywriter |
| Jessie Fung | Leo Burnett HK | Associate Creative Director & Copywriter |
| Shiyi Wang | Leo Burnett HK | Copywriter |
| bobby Chiu | Leo Burnett HK | Creative Director |
| Jeanie Leung | Leo Burnett HK | Art Director |
| Ryan Chan | Leo Burnett HK | Senior Art Director |
| Anita Chan | Leo Burnett HK | Agency Producer |
| Pelie Kwok | Leo Burnett HK | Head of Creative Service |
| Shirley Chan | Leo Burnett HK | Traffic Manager |
| Imon Lee | Leo Burnett HK | Print Production Manager |
| Jake Scott | RSA | Film Director |
| Angie Wong | Leo Burnett HK | Global Client Lead |
| Antony Yiu | Digitas | Managing Director |
Equality, diversity and inclusion are global hot-button issues. Same sex marriage, LGBT and #MeToo movements are sparking conversations and reshaping attitudes at every level of society. In conservative Hong Kong, it can still be considered a touchy subject. For Cathay Pacific, diversity and inclusion are more than a trend or social issue. They are an intrinsic part of the brand's core values. So much so, that when it came to the global rebrand, Cathay Pacific made a point of addressing them within the campaign. MOVE BEYOND is all about progress. And MOVE BEYOND LABELS reminds people that Cathay Pacific is a progressive company, that does not evaluate or judge people by their sex, preferences or identity.