McCann Cathay Pacific Central Team showcases Japan through Benny Luk illustrations

ASIA-PACIFIC – HONG KONG, MARCH 2011 – The McCann Worldgroup-Cathay Pacific Central Team has commissioned one of Hong Kong’s most ted young visual artists, Benny Luk – recognised by Computer Arts Book as one of the world’s great illustrators – for the new Japan Unlimited campaign.

 

 

Luk’s series of digital artworks fuse contemporary and traditional Asian influences in the five themed works for the campaign highlighting Cathay Pacific’s new offering that allows travel to a variety of Japan destinations in a single trip through open-jaw tickets.

 

"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