Best Airline Rich Media Online Campaign

Objective: Launch the new Cathay Pacific frequencies between Hong Kong/USA and Hong Kong/Australia which make Cathay Pacific the dominant carrier frequency wise.
Strategy Cathay Pacific has more flights than any other airline between Hong Kong and the USA. That makes Cathay Pacific more American than you might think or believe!
Cathay Pacific has more flights than any other airline between Hong Kong and Australia. That makes Cathay Pacific more Australian than you might think or believe!
To illustrate the concept a special page-over/wrap media buy on MSN was put in place where each time a frequency number is mentioned, the same amout of football players or little skippies (kangaroos) are released wild on the page, creating a bit of mayhem.

Contributors:

Executive Creative Director:	Carol Lam
Senior Creative Directors:	Thierry Halbroth, Sylvester Song
Copywriter:	Louis Papachristou
Art Director:	Anita Ng
Web Designer:	TC Swee

MCCANN WORLDGROUP HONG KONG

Location: Hong Kong