Cathay Pacific - "Feels Good to Move"

Leo Burnett

Leo Burnett Hong Kong, China

1053

Brand: Cathay Pacific
Country: China

Advertiser: Cathay Pacific Airways

Title	Feels Good to Move
Agency	Leo Burnett
Campaign	Feels Good to Move
Advertiser	Cathay Pacific Airways
Brand	Cathay Pacific
Date of First Broadcast/Publication	2023 / 9
Product	Airlines
Business Sector	Airlines, Airports, Railways, Bus Lines, Ferries & Cruises
Story	Cathay’s first global campaign in three years is a celebration of humanity’s innate urge to move, consisting of a diverse and modular content system where each and every touchpoint is fueled by energetic and playful observations about how much we humans love moving. From contextual to evergreen messages, these “Move Boards” were designed to be used in both online and offline mediums, including OOH, digital display, online and social. They were even designed with specific contextual messages used throughout Hong Kong International Airport. Our campaign was designed as a celebration of humanity’s innate urge to move, consisting of a diverse and modular content system where each and every touchpoint is fueled by energetic and playful observations about how much we humans love moving. We launched with an energetic film that explores how good it feels to move in all situations in life, big and small, set to a cover of Junior Senior’s classic track ‘Move Your Feet’ Modular “Move Boards” were developed to depict playful observations about how much humans love moving. We had messages that were contextual, evergreen and even directly referencing our brand film to suite a multitude of outdoor environments. But it didn’t stop there. Our “Move Boards” could be co-created with our travelers, with new boards that could be added to our creative environment in real time, so that an entire city can share in why it “Feels Good to Move”. Results: 1. Move Your Feet became a hit song in Hong Kong Spotify 2. 509 million impressions worldwide 3. 72% are more likely to travel with Cathay 4. +4.9 million passengers within 3 months of campaign launch 5. 709% increase in passengers carried Year on Year
Media Type	Web Film
Length	118 seconds
Production Company	Iconoclast
Advertising Manager	Edward Bell
Advertising Manager	Vivian Chan
Advertising Manager	Anthony Wu
Advertising Manager	Ricardo Lo
Advertising Manager	Maria Ngo
Advertising Manager	Fanny Chan
Chief Creative Officer	Natalie Lam
Creative Group Head	Jason Williams
Executive Creative Director	Christopher Lee
Group Creative Director	Halo Cheng
Creative Director	Huey Wong
Creative Director	Miriam Yip
Head of Art	Marcin Brzezinski
Strategy Director	Garron Chiu
Managing Partner	Dennis Yeung
Business Director	Kenneth Poon
Account Management	Holie Ko
Account Lead	Bella Yiu
Account Executive	Tiffany Sit
Account Executive	Gertie Tsang
Consultant	Belqis Hamid
Director	Pierre Dupaquier
Photographer	Louis de Caunes
Production Company	Prodigious
Producer	Armelle Sudron
Music Composer	Jesper Mortensen
Music Publishing	EMI Music Publishing
Production	ART FELT
Producer	Christophe Caurret
Talent	Dayeaux
Music Creative Director	Carsten Krueger
Production Service Company	Shoot in Mars
Production Service Company	The Kitchen
CCO	Natalie Lam
Head of Creative Excellence	Jason Williams
Executive Creative Director	Christopher Lee
Group Creative Director	Halo Cheng
Creative Director	Huey Wong
Head of Design	Marcin Brzezinski
Creative Director	Miriam Yip
Art Director	Tomy Tong
Managing Director	Dennis Yeung
Business Director	Kenneth Poon
Producer	Armelle Sudron
Associate Account Director	Holie Ko
Account Manager	Bella Yiu
Editor	Belqis Hamid
Creative Director	Christophe Caurret
Creative Director	Carsten Krueger