Cathay Pacific - Life Well Travelled
Cathay Pacific - Life Well Travelled
 Cathay Pacific – Life Well Travelled: Miss Adventure
Cathay Pacific – Life Well Travelled: Miss Adventure
Cathay Pacific – Life Well Travelled: Road Warrior
Cathay Pacific – Life Well Travelled: Road Warrior
Cathay Pacific – Life Well Travelled: The Family
Cathay Pacific – Life Well Travelled: The Family
Cannes Contender: Cathay Pacific - Uniform Lai See
Cannes Contender: Cathay Pacific - Uniform Lai See
 Cathay Pacific – Marriage In The Air
Cathay Pacific – Marriage In The Air
 Cathay Pacific– The Artmap
Cathay Pacific– The Artmap
Cathay Pacific – Betsy Beer
Cathay Pacific – Betsy Beer
Sounds of Travelling Well – Cathay Pacific
Sounds of Travelling Well – Cathay Pacific
 Haneda Lounge, Tokyo by Cathay Pacific
Haneda Lounge, Tokyo by Cathay Pacific
 The Pier, First Class Lounge, Hong Kong – Cathay Pacific
The Pier, First Class Lounge, Hong Kong – Cathay Pacific
 The Pier, Business Class Lounge, Hong Kong by Cathay Pacific
The Pier, Business Class Lounge, Hong Kong by Cathay Pacific
 The Future of Banking – DBS Bank
The Future of Banking – DBS Bank
 Prudential with 古天樂 Louis Koo
Prudential with 古天樂 Louis Koo
 Prudential – Good Start with Kelly Chan
Prudential – Good Start with Kelly Chan
Mitsubishi Electric Hong Kong - Our Home, Our Heart
Mitsubishi Electric Hong Kong - Our Home, Our Heart
 Zepp –Personalised Lullaby
Zepp –Personalised Lullaby
 Hello Hong Kong - Hello Takes You To More 與你探索更多
Hello Hong Kong - Hello Takes You To More 與你探索更多
 ASUS Zenfone 10 Official Introduction Film | 2023
ASUS Zenfone 10 Official Introduction Film | 2023
Cathay Pacific - Life Well TravelledCathay Pacific wanted to differentiate itself from other airlines. Instead of pushing cheaper fares, we needed to highlight what made it a premium airline worth paying for.It was our belief that to live well, meant to travel well. We wanted consumers to believe that they didn’t simply travel from point A to point B with us. The whole journey and experience should be memorable and seamless. Our strategy was to create a brand philosophy - Life Well Travelled. This became Cathay Pacific’s creative and business strategy – a progressive way to lead the campaigns that followed.
Cathay Pacific – Life Well Travelled: Miss Adventure To live well is to travel well. This is Life Well Travelled.We wanted consumers to believe that they didn’t simply travel from point A to point B with us. The whole journey and experience should be memorable and seamless.This campaign featured 3 TVCs – Miss Adventure targeting younger travellers who wanted to get the most out of their adventures.
Cathay Pacific – Life Well Travelled: Road Warrior To live well is to travel well. This is Life Well Travelled.We wanted consumers to believe that they didn’t simply travel from point A to point B with us. The whole journey and experience should be memorable and seamless.This campaign featured 3 TVCs – The Road Warrior targeted Business travellers to encourage them to step out of their comfort zones and to really get to know a destination – the good and the bad.
Cathay Pacific – Life Well Travelled: The Family To live well is to travel well. This is Life Well Travelled.We wanted consumers to believe that they didn’t simply travel from point A to point B with us. The whole journey and experience should be memorable and seamless.This campaign featured 3 TVCs – The Family targeted families who travelled to show them that not everything goes to plan, but it’s those wrinkles that make the best memories.
Cannes Contender: Cathay Pacific - Uniform Lai SeeFor years Cathay Pacific had been trying to find more creative ways to be more eco-friendly. This idea was presented and it took over 3 years before it came to life since there were so many logistics involved. We persevered and created an initiative with purpose. Helping the environment, supporting people with disabilities and staying true to our roots by celebrating Chinese New Year traditions.
Cathay Pacific – Marriage In The AirIf you were to say to me that one day I’d get to do a campaign where a couple was married on a flight from Shanghai to Hong Kong, I’d be pretty skeptical. Well, skeptics are meant to be proven wrong.This is perhaps one of the most challenging campaigns my team and I were able to pull off. To announce the change of Dragonair to Cathay Dragon we invited all of China to a wedding in the air. We asked to the public to vote for one 1 of 3 influencer couples. If the one they voted for one they would be invited to the wedding and afterparty held in the First Class Lounge in Hong Kong. An effective and award-winning campaign that did something unique for the brand.
Cathay Pacific– The Artmap We were tasked to come up with yet another way to wish our premium travellers a happy birthday. In the past we used video greetings but we wanted to be more creative with innovation. This led us to creating a bespoke piece of art that was created by using travel data. Since every traveller has a different travel history within a year, we were able to send an EDM that featured their Artmap on their birthdays to remember how they travelled well with Cathay Pacific.
Cathay Pacific – Betsy Beer Did you know that your taste sensory changes when you’re 35,000ft in the air? This fact led us to create a one-of-a-kind beer for Cathay Pacific that would be served in First and Business Class as well as their lounges. It became so popular that Betsy was later served at specific bars and restaurants around Hong Kong. Another award-winning campaign that took taste to another level.
Sounds of Travelling Well – Cathay PacificWith Life Well Travelled being the north star we wanted to create another campaign that teased the senses.This was our way to show that sound plays a big part in the memories you have from travelling to different destinations. All the music and sounds are original, recorded and mixed from Cathay Pacific staff as well as from various destinations.
Haneda Lounge, Tokyo by Cathay PacificThe Cathay Pacific lounges around the world were being renovated by renowned designer Ilse Crawford. We were proud of the design that was led by our brand philosophy of Life Well Travelled and wanted to showcase it in an emotive way, instead of the typical product videos done in the past. The Haneda version was the first in a series that followed. I wanted to establish a specific look and feel that was reportage and true to the experiences of our travellers.
The Pier, First Class Lounge, Hong Kong – Cathay PacificThe Cathay Pacific lounges around the world were being renovated by renowned designer Ilse Crawford. We were proud of the design that was led by our brand philosophy of Life Well Travelled and wanted to showcase it in an emotive way, instead of the typical product videos done in the past. I wanted to establish a specific look and feel that was reportage and true to the experiences of our travellers.
The Pier, Business Class Lounge, Hong Kong by Cathay PacificThe Cathay Pacific lounges around the world were being renovated by renowned designer Ilse Crawford. We were proud of the design that was led by our brand philosophy of Life Well Travelled and wanted to showcase it in an emotive way, instead of the typical product videos done in the past. I wanted to establish a specific look and feel that was reportage and true to the experiences of our travellers.
The Future of Banking – DBS BankDBS Bank are known for being modern, innovative and more progressive than their competitors. With virtual banks on the rise, we had to communicate that DBS is already ahead of the curve.By reuniting Louis Koo and Jessica Hsuan for the first time in a creative campaign, we successfully featured them in a way for their personas to truly stand out – with Louis being smart and cool and Jessica even more intelligent by explaining as an AI character what the future of banking is.
Prudential with 古天樂 Louis KooHow could we showcase the Prudential product in a unique way by using Louis Koo? He has been in so many campaigns it was becoming more challenging to make him stand out.We created a campaign that leveraged his quirkier side by showing what he dreams of doing, only to get brought back to reality by his co-stars.
Prudential – Good Start with Kelly Chan A great campaign is one that resonates with everyone because there is a singular human truth.This campaign idea was simple: Asian mothers only want the best for their children and and sometimes that means being tough so that their kids can be resilient and persevere when things don’t go as planned.We believe that all parents work to give their kids a head start in life and with this Prudential product, we were able to create a cinematic and emotive piece.
Mitsubishi Electric Hong Kong - Our Home, Our HeartMany people have seen campaigns that sell air conditioners, which is why we needed a different angle that resonated with our core Hong Kong audience.The idea was that Hong Kong needed fresh air to stay true to its roots of being creative, innovative and diverse. Rather than just showing the product we aimed to create a moving and emotive campaign that would stand the test of time for Mitsubishi Electric Hong Kong.
Zepp –Personalised Lullaby
Zepp –Personalised LullabyStudies and science have shown that sleep has become more important than ever to our health and wellbeing. Professional athletes like Lebron James credit his longevity to prioritising at least 9hrs of sleep a night!With all the stress from Covid-19 people were losing more sleep than ever.What if there was a way to combine technology, data and a simple truth in how humans slept better?Zepp was launching their smartwatch and with competition highlighting different features, we needed a fresh approach.We invited users to tell us how they slept or if they had the watch to track their sleep. Then we would be able to create a bespoke lullaby that helped them sleep better. https://bit.ly/2MLRmaR
Hello Hong Kong - Hello Takes You To More 與你探索更多
ASUS Zenfone 10 Official Introduction Film | 2023
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