Cathay Pacific - "Feels good to move (board)" by PHNX Awards 2024
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| Title | Feels good to move (board) |
| 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 | Case Study |
| 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 |