Cathay Pacific says this Chinese New Year It’s All About Family via new Leo Burnett Hong Kong campaign
Cathay Pacific recently unveiled its festive campaign for Chinese New Year 2020, featuring a heart-warming short film and social posters that promote distinct travel destinations, created by Leo Burnett Hong Kong.
Breaking away from conventional Chinese New Year advertisements that normally feature family reunions or going home to visit loved ones, Leo Burnett Hong Kong implemented “home is where the family is” as the core value for this campaign.
“Dear God, please take me back to Hong Kong”; the featured short film starts with a chaotic scenario. Then unfolds the holiday reunion of a Hong Kong family away from their geographic “home”, capturing intimate moments and hilarious anecdotes with a hint of authentic liveliness – beyond tolerating each other’s antics and discovering their quirks, exploring somewhere new, together, is a rare chance to renew their appreciation for one another.
“For this festive campaign, our light-hearted approach is based on empathetic insights, because at the end of the day, celebrating Chinese New Year, and maybe every other holiday, is about spending time with the loved ones you call family, and HOME is where the FAMILY is”, commented Carol Lam, Leo Burnett Greater China President and Chief Creative Officer.
Accompanied by posters of recommended destinations, the film is being rolled out across Cathay Pacific social channels and multiple digital platforms. With nearly 200 destinations around the globe, Cathay Pacific encourages customers to take vacations with their family this Chinese New Year, and to look to the coming year as a family.