Every year for 10 years, I was involved in the creation of Cathay Pacific’s commercials for the annual Hong Kong Sevens rugby event. Of all of spots, this is my favorite. It was the first time we featured the airline’s flight attendants, and we put them on the pitch against real rugby players and added a bit of Cathay Pacific’s renowned personal service to allow the girls to win the game with guile rather than brute strength.
FinanceAsia wanted to increase traffic to their website and attract new subscribers to their magazine. Of the three concepts we presented, they chose the daring one. The “URL campaign” carried no branding at all — if you didn’t click on the URL or type it in your browser, you’d never know who was advertising. Below […]