ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Learn more about ADC105
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Craft in Motion / Film / Editing
Annual ID
ADC103_MOT037B
About the Work
In the last few years, aviation marketing has become largely the same vision of uniformity, with a template that allows room for very little creative risk. The same person eating the same local street food before walking down the same airline aisle with a suitcase as the same smiling flight attendant greets you into your comfortable business class seat. With Cathay’s first global campaign in three years, it needed to do something that was distinct to the category, but also allowed the brand be a celebration of a true human insight; our innate desire to move.
Much like Cathay was born out of a need to move people, we wanted to create a campaign that shows the real, raw and visceral experiences that define movement, and the energy and joy that comes with it.
This music video inspired film is a celebration of humanity’s innate urge to move, starting from our very first heartbeat. Every scene is an irresistible call to get moving. Fuelled by energetic and playful observations, we create a visual journey that parallels a travel journey with life moments, big and small, set to a cover of Junior Senior’s class track ‘Move your feet’. The different parts follows a 3 part story - the anticipation of travel with the restlessness of being born and getting ready to go, the relaxation of being in the plane with the anticipation a trip, and the end that depicts the feel good of landing with the feel good of exploration. There is a seamless transition from one scene to another that matches perfectly with the lyrics. The whole film is a sensorial experience where the sounds of movement triggers a sense of adventure and travel.
Much like Cathay was born out of a need to move people, we wanted to create a campaign that shows the real, raw and visceral experiences that define movement, and the energy and joy that comes with it.
This music video inspired film is a celebration of humanity’s innate urge to move, starting from our very first heartbeat. Every scene is an irresistible call to get moving. Fuelled by energetic and playful observations, we create a visual journey that parallels a travel journey with life moments, big and small, set to a cover of Junior Senior’s class track ‘Move your feet’. The different parts follows a 3 part story - the anticipation of travel with the restlessness of being born and getting ready to go, the relaxation of being in the plane with the anticipation a trip, and the end that depicts the feel good of landing with the feel good of exploration. There is a seamless transition from one scene to another that matches perfectly with the lyrics. The whole film is a sensorial experience where the sounds of movement triggers a sense of adventure and travel.
2024 Awards
Total Points: 9
Bronze Cube
Credits
Agency
Publicis Groupe Hong Kong / HK
Chief Creative Officer
Natalie Lam
Creative Director
Huey Wong
Miriam Yip
Editor
Belqis Hamid
Executive Creative Director
Christopher Lee
Group Creative Director
Halo Cheng
Head of Design
Marcin Brzezinski
Head of Creative Excellence
Jason Williams
Related Awards
