T H E B R I E F :
Create a social-first campaign celebrating Cathay Pacific’s 80th anniversary by highlighting their vintage uniforms.
Create a social-first campaign celebrating Cathay Pacific’s 80th anniversary by highlighting their vintage uniforms.
T H E P R O B L E M :
Let’s be real. People don't just care about fabrics and hemlines.
We had to skip the boring digital museum and wallpaper ideas.
Let’s be real. People don't just care about fabrics and hemlines.
We had to skip the boring digital museum and wallpaper ideas.
T H E I N S I G H T :
Behind-the-scenes cabin crew content already crushes it online. It makes an aspirational job feel highly relatable. So, we gave the spotlight to the people who actually made the uniforms matter in the first place.
Behind-the-scenes cabin crew content already crushes it online. It makes an aspirational job feel highly relatable. So, we gave the spotlight to the people who actually made the uniforms matter in the first place.
T H E I D E A :
The Vintage Creators
We turned Cathay cabin crews from every era into modern-day content creators, bringing iconic historical moments to life using today’s trending social formats.
B R I N G I N G I T T O L I F E :
If iconic cabin crew movements met TikTok dance challenges 💃
The Vintage Creators
We turned Cathay cabin crews from every era into modern-day content creators, bringing iconic historical moments to life using today’s trending social formats.
B R I N G I N G I T T O L I F E :
If iconic cabin crew movements met TikTok dance challenges 💃
If the magazine cover trend showcased Cathay's biggest milestones 📸
If time traveling was as easy as a seamless TikTok transition 📱
If cabin crew glam would've been a GRWM moment 💄
