When Cathay Pacific approached us to help devise a launch strategy and promote their new route from Boston to Hong Kong, we needed to find an authentic way of reaching the target audience that resonated with their sense of place and history, and gave them a reason to want to explore a destination half-way around the world. We created a campaign that instilled a sense of adventure and curiosity in traveling to Asia, as well as a sense of familiarity between the two cultures that makes the trip less intimidating. The Art Direction brought this notion to life by combining representative objects (teacup/coffee cup, fork/chopstick, etc) from both cultures to create an iconic look that would be attention grabbing in various spaces, including train stations, bus shelters, billboards, interstitial ads, banner ads and social media. For select executions, we created dual-language ads (Traditional Chinese/English) to broaden our reach to native Chinese speakers and to visually illustrate/accentuate the two worlds meeting.