Cathay Pacific: Well Travelled Lai See by McCann Worldgroup
- Location:
Cathay Pacific has found a use for its retired uniforms, turning them into ‘Well Travelled Lai See’, the red enveloped given out at Chinese New Year.
According to Cathay Pacific, 320 million Lai See packets are given out each year in Hong Kong alone and under 2% of them are reused. By both recycling the uniforms that were destined for landfill and creating well-designed reusable Lai See, Cathay Pacific hopes to encourage a more sustainable way of giving.
The Lai See will be sold but the airline brand will give any profits made to a local Hong Kong charity.
Created alongside McCann Worldgroup Hong Kong, the design of the red envelope was created by eco designer Angus Tsui. As an additional nod to doing good, they were then manufactured by Redress and St James Upcycling Centre, a charity focused on helping the disabled community of Hong Kong.
Credits
Cathay Pacific:
Grace Cheung, Head of Public Engagement - Corporate Affairs Department
Prian Chan, Assistant Environmental Manager - Corporate Affairs Department
Priscilla Chok, Social Media Manager - Corporate Affairs Department
McCann WorldGroup Hong Kong - Cathay Pacific Central Team:
Brandon Cheung, Managing Director
Strategic Planning
Prashant Galani, Strategist
Tracy Lui, Strategist
Account Management
Julia Broughton, Group Account Director
Adina Surdu, Account Director
Julian Egli, Account Manager
Channel Planning
Annie Ng, Associate Channel Planning Director
Teresa Mok, Channel Planner
Creative
Martin Lever, Executive Creative Director
Rick Kwan, Creative Director
Guilherme Pecego, Creative Director
Dan Jacques, Associate Creative Director
Agnes Lee, Associate Creative Director
Fanny Lau, Associate Creative Director
Daniel Cheong, Senior Art Director
Wai Wong, Art Director
O Mok, Art Director
Aneeza Arshad, Junior Art Director
Juvenia Poon, Head of Chinese Copy
Jules O'Brien, English Copywriter
Yvonne Cheng, Chinese Copywriter
Debby Yung, English Copywriter
Jennifer Chua, Motion Graphics Designer
Production
Wing Tam, Producer
