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Category
Craft / Art Direction - Campaign
Annual ID
OS_CP18053M
About the Work
Australians love visiting Hong Kong for its vibrant ‘east meets west’ culture, but few choose to fly with Hong Kong’s flag carrier airline Cathay Pacific. Our objective was to connect the city and its airline in Australians’ minds. We created Parfums de Voyage, a data-driven perfume and first-of-its-kind sensory souvenir that uses data and fragrance analysis to give travellers a way to capture and re-live their travel memories more vividly than ever before. Working with a Fragrance Specialist, we analysed the tourism metadata (travel patterns and social footprints) of Hong Kong and distilled its scentscape. Travellers’ social media data was then scraped, determining the precise fragrance profile of their Hong Kong journey. Just as no two travel experiences are the same, no two bottles of Parfums de Voyage are identical: our innovative perfumery process allowed for over 670 billion possible fragrance variations…a perfume as diverse as Hong Kong itself.
2018 Awards
Total Points: 2
Merit
Credits
Agency
McCANN / Sydney
PR / Marketing Agency
FleishmanHillard / Sydney
Production Company
The Hive / Sydney
Art Director
Long Truong
Chief Creative Officer
Pat Baron
Editor
Matt Flinn
Nick Withford
Executive Creative Director
Jerker Fagerstrom
Writer
Jonathon Shannon
Agency Producer
Colin Tuohy
Charlotte Bruton
Stacey Szabo
Shalinee Singh
Sam Harris
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