Olympian Siobhan Haughey shows how Every Move Counts in Cathay’s new campaign via Leo Burnett

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Leo Burnett Hong Kong has create this launch film in partnership with Cathay documenting the real life of Siobhan Haughey, the first Hong Kong swimmer to win an Olympic medal and the first Hong Kong athlete to win two Olympic medals in a single Olympic Game.


Cathay is the Official Airline Partner of the Sports Federation and Olympic Committee of Hong Kong, China, supporting home-grown athletes’ participation in a series of high-profile events, such as the Olympics.

In the film, we see another side of Siobhan that Hong Kong is used to: an authentic look at her unwavering dedication to swimming for the past two decades. The film centres around how, as a city that stops everything to cheer her on, only sees the outcome, 52s in 100m Freestyle, but it actually took 20 years and 52 seconds. As an audience we are put through her arduous journey and growth, from waking up at 6 to consistently seeing Hong Kong at 4 am, pushing through the hurt, and always sweating every detail to reach what we can see is greatness.

Edward Bell, General Manager of Brand, Insights, Marketing at Cathay, says: “This film’s message ‘Every Move Counts’ is no doubt a truth for athletes, but it also has some meaning to a broader audience too. At Cathay, we take it to mean that every act, big or small, from the behind-the-scenes teams like engineering and all the way through to our cabin crew and more, all have their place in creating a great experience for our customers. To be great, all the parts need to be great.”

Christopher Lee, Executive Creative Director at Publicis Groupe Hong Kong, said: “The film was inspired by Siobhan’s mantra of how she shows up, shows out, day in, day out. We worked with Siobhan closely to bring to life her real story. Even though she’s always positive, we really wanted to show a side of Siobhan that she keeps to herself. We even found one of her real coaches from her younger years to cameo in the film. That’s how Every Move Counts.”

Apart from the film, the campaign in Hong Kong also has out-of-home advertising, social and activations. The activations rally the city to support Siobhan as she journeys to the Olympics to compete on the world’s biggest stage.

Olympian Siobhan Haughey shows how Every Move Counts in Cathay’s new campaign via Leo Burnett Olympian Siobhan Haughey shows how Every Move Counts in Cathay’s new campaign via Leo Burnett

Client: Cathay
General Manager, Brand, Insights and Marketing Communications, Cathay: Edward Bell
Head of Marketing Communications, Cathay: Vivian Chan
Marketing Manager, Social Marketing, Cathay: Kasey Yim
Marketing Manager, HK, Cathay: Ricardo Lo
Assistant Manager Social Marketing, Cathay: Ian Yung
Social Marketing Specialist, Cathay: Maora Cheng
Agency: Leo Burnett Hong Kong
Executive Creative Director, Leo Burnett HK: Christopher Lee
Group Creative Director, Leo Burnett HK: Halo Cheng
Creative Director, Leo Burnett HK: Miriam Yip
Strategy Director, Leo Burnett HK: Garron Chiu
Managing Partner, Leo Burnett HK: Dennis Yeung
Business Director, Leo Burnett HK: Kenneth Poon
Senior Account Director, Leo Burnett HK: Kale Ng
Account Manager, Leo Burnett HK: Stephanie Chu
Senior Account Executive, Leo Burnett HK: Gertie Tsang
Production House: The Film Factory Ltd.
Director: Chan Man Chung
Photographer: Lampson Yip
Production Service : Friday Post Production Co. Ltd
Author/Composer: Chan Kwong Wing
Music Production: Click Music Limited