Cathay Pacific Airways Design & Branding JAPAN UNLIMITED - EYE by McCann Erickson Hong Kong

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JAPAN UNLIMITED - EYE

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Industry Airlines
Media Design & Branding
Market Hong Kong SAR China
Agency McCann Erickson Hong Kong
Associate Creative Director Anita Ng
Executive Creative Director Thierry Halbroth
Art Director Agnes Lee
Released February 2011

Credits & Description

Category: Illustration
Advertiser: CATHAY PACIFIC AIRWAYS
Product/Service: JAPAN UNLIMITED
Agency: McCANN WORLDGROUP
Date of First Appearance: Feb 17 2011
Entrant Company: McCANN WORLDGROUP, Hong Kong, HONG KONG
Executive Creative Director: Thierry Halbroth (McCann Worldgroup Hong Kong)
Associate Creative Director: Anita Ng (McCann Worldgroup Hong Kong)
Art Director: Agnes Lee (McCann Worldgroup Hong Kong)
Senior Copywriter: Vivian Yong (McCann Worldgroup Hong Kong)
Retouching: Bon Leung (Bon Leung Limited)
Photography: Connie Hong (Ki Workshop)
Illustration: Benny Luk (HATCH.HK)
Media placement: Newspaper - Newspaper - 17 Feb 2011

Describe the brief from the client
Whatever you are looking for, Japan has it all – and we show how Cathay Pacific lets you discover it all by allowing you to visit a variety of destinations in a single trip on their comprehensive Japan network.

Describe the challenges and key objectives
To illustrate the diversity that Japan has to offer, we commissioned one of Hong Kong’s most gifted young visual artists, Benny Luk – recognised by Computer Arts Book as one of the world’s great illustrators – to create a series of digital artworks in a “tattoo/make-up” crossover that could then be layered over photography. Fusing contemporary and traditional Asian influences, he illustrated our five different themes that show no matter what you’re looking for, you’ll find it in Japan.

Describe how you arrived at the final design
To illustrate the diversity that Japan has to offer, we commissioned one of Hong Kong’s most gifted young visual artists, Benny Luk – recognised by Computer Arts Book as one of the world’s great illustrators – to create a series of digital artworks in a “tattoo/make-up” crossover that could then be layered over photography. Fusing contemporary and traditional Asian influences, he illustrated our five different themes that show no matter what you’re looking for, you’ll find it in Japan.

Give some indication of how successful the outcome was in the market
To illustrate the diversity that Japan has to offer, we commissioned one of Hong Kong’s most gifted young visual artists, Benny Luk – recognised by Computer Arts Book as one of the world’s great illustrators – to create a series of digital artworks in a “tattoo/make-up” crossover that could then be layered over photography. Fusing contemporary and traditional Asian influences, he illustrated our five different themes that show no matter what you’re looking for, you’ll find it in Japan.