Leo Hong Kong extends Cathay Cargo’s ‘We Know How’ platform with ‘How on Earth’

How on Earth do you ship a world of possibility? Cathay Cargo answers through the expertise and innovation that power its latest global brand campaign. Building on the 2023 “We Know How” platform, ‘How on Earth’ continues the story from what we know to what’s next, celebrating how Cathay Cargo makes the extraordinary possible every day.

Created by Leo Hong Kong, the campaign highlights Cathay Cargo’s unrivalled expertise in moving the world’s most complex, urgent, and precious shipments. From the biggest to the most delicate, every story featured in the campaign is inspired by real shipments from Cathay Cargo’s history, and points boldly to the future.

Taking an unconventional approach to B2B marketing, the campaign connects Cathay Cargo’s specialist solutions with an emotional core, brought to life through a targeted global content strategy.

“‘How on Earth’ is more than a question – it’s a reminder of how our people combine teamwork, expertise and passion to solve challenges that others might consider impossible. Every day, that can-do spirit moves the world’s most extraordinary shipments. This campaign celebrates the expertise and innovation that define Cathay Cargo. Whatever the world needs moved – no matter how far, how complex, or how precious – we know how,” said Edward Bell, General Manager, Brand, Insights and Marketing Communications at Cathay.

João Braga, Global Executive Creative Director at Publicis Groupe Hong Kong, added: “The beauty of this idea lies in its simplicity and ambition. ‘How on Earth’ invites the world to imagine the most extraordinary shipping challenges – and positions Cathay Cargo as the partner that can make them happen.

The campaign will run across digital and social channels worldwide, reaching shippers, freight forwarders, and business partners who depend on precision, reliability, and trust in every shipment.

Credits
Client: Cathay Cargo
General Manager, Brand, Insights and Marketing Communications, Cathay: Edward Bell
Head of Marketing, Cathay Cargo: Ricardo Lo
Cargo Marketing Manager, Cathay Cargo: Janet Cheng
Cargo Marketing Assistant Manager, Cathay Cargo: Amy Tam
Cargo Marketing Officer, Cathay Cargo: Kelly Cheung
Cargo Marketing Officer, Cathay Cargo: Yola Tung
Agency: Leo Hong Kong
Chief Creative Officer, Leo Hong Kong: Christopher Lee
Global Executive Creative Director, Leo Hong Kong: Joao Braga
Creative Director, Leo Hong Kong: Wai Wong
Associate Creative Director, Leo Hong Kong: Fiona Chow
Senior Art Director, Leo Hong Kong: Wing Ho Lam
Art Director, Leo Hong Kong: Timmy Lee
Copywriter, Leo Hong Kong: Bernice Chin
Head of Creative Service, Leo Hong Kong: Pelie Kwok
Managing Director, Leo Hong Kong: Rhys Taylor
Managing Partner, Leo Hong Kong: Dennis Yeung
Director of Client Services, Leo Hong Kong: Kenneth Poon
Senior Account Director, Leo Hong Kong: Jacky Ho
Associate Account Director, Leo Hong Kong: Stacey Yam
Senior Account Manager, Leo Hong Kong: Tanya Yip
Strategy Director, Leo Hong Kong: Garron Chiu
Director: Scott Perry
Production House: LuckySparks Films Ltd