McCann launch Cathay Pacific Japan Unlimited

Cathay Pacific now allows you to travel to a variety of Japan destinations in a single trip by using the flexibility of open-jaw tickets to make the most of their comprehensive Japan network. To illustrate the diversity that Japan has to offer, McCann Worldgroup Hong Kong commissioned one of Hong Kong’s most gifted young visual artists, Benny Luk – recognised by Computer Arts Book as one of the world’s great illustrators – to create a series of digital artworks in a “tattoo/make-up” crossover that could then be layered over photography. Fusing contemporary and traditional Asian influences, he illustrated our five different themes that show no matter what you’re looking for, you’ll find it in Japan. 

“Working on a theme like Japan Unlimited was a great opportunity for the Cathay Pacific Central Team,” said Thierry Halbroth, executive creative director of the team. “With this creative approach, we brought the refinement and sophistication of Japan alive, while demonstrating the abundance and excitement the country has to offer. The new visuals also show Cathay Pacific’s willingness to break the category’s traditional imagery of attractive destination photos – and it highlights the airline’s premium image in an interesting and elegant way.” 

The campaign is being deployed across several media channels, including print, outdoor, online and POS.

CREDITS

Agency: McCann Worldgroup – Cathay Pacific Central Team

Client: Cathay Pacific Airways

Executive Creative Director: Thierry Halbroth

Associate Creative Director: Anita Ng

Art Director: Agnes Lee

Chinese Copywriter: Vivian Yong

English Copywriter: Don Ellis

Photography: Connie Hong @ Ki Workshop

Illustration: Benny Luk @ HATCH.HK

Retouching: Bon Leung Limited

Multimedia Designer: Cyrus Li