WORK FOR GOOD CUT - ONLINE VIDEO
SINGLE (2025)
WORK FOR GOOD CUT - ONLINE VIDEO (SINGLE)
JPG
MP4
2m:13s
MP4
1m:45s
Re-righting History - Cathay
Cathay
Shortlist
| Title: | Re-righting History |
|---|---|
| Brand: | Cathay |
| Product/Service: | Cathay |
| Client: | Cathay |
| Agency: | Leo Hong Kong |
| Creative Director: | Christopher Lee |
| Release Date: | 2024-08-30 |
| Duration: | 02:15 |
| Individual Credits: | Christopher Lee, Chief Creative Officer |
| Individual Credits: | Halo Cheng, Group Creative Director |
| Individual Credits: | Miriam Yip, Creative Director |
| Individual Credits: | Marco Lam, Art Director |
| Individual Credits: | Tom Tsang, Art Director |
| Individual Credits: | Abbie Chan, Copywriter |
| Individual Credits: | Laurent Thevenet, Head of Technology |
| Individual Credits: | Garron Chiu, Strategy Director |
| Individual Credits: | Dennis Yeung, Managing Partner |
| Individual Credits: | Kenneth Poon, Business Director |
| Individual Credits: | Kale Ng, Account Director |
| Individual Credits: | Gertie Tsang, Account Executive |
| Notes for Judging: | Insight: When Li Lai Shan won the city’s first Olympic medal in 1996 for windsurfing, it showed that even a small city could beat global goliaths. Nowadays, if any Hong Konger is asked to recite all 13 Olympic medal wins throughout history, they can proudly do so. But there lies the problem. Our city has actually won 139 more medals. But no one knows about it. Because they all happened during the Paralympic Games. For the past 4 decades, there was neither local newspaper coverage nor digital records of these Hong Kong Paralympian feats. There weren’t even any working Wikipedia links for any Hong Kong Paralympians in the 20th century. Idea: Cathay wanted to right this wrong as the airline sponsor and partner of the China Hong Kong Paralympics Committee. So, to get people interested in the 2024 Paralympics, we first had to get them interested in the last 40 years of the Paralympics. To combat this disability bias, we featured the historical medal-winning Hong Kong Paralympic moments. During the opening ceremony of the Paralympics, we launched these unseen highlights narrated by each Paralympian. But what shocked the viewers was that all these moments never existed - they had to be recreated with Ai. As Hong Kongers, we’ve missed 40 golds, 39 silvers, 52 bronze and countless other moments already, but it’s never too late to witness our Paralympians in Paris. Execution: We are still working with social editorial writers to write Hong Kong Paralympians back into digital history. We turned 55 influencers into reporters to talk about the different Paralympians and the moments we missed. Cathay’s social channels also became an educational library where the public can save our posts to recalibrate their social algorithms and see more news on our Paralympic athletes. Results: 7.1x Hong Kong Google search interest in Paralympics (vs 2021) +40% in Paralympics Viewership (vs 2021) +12 Million views (in a city of 7M people) +54 PR Coverage +7.8 Million impressions +3 Million PR Value |