Cathay Pacific Breathes New Life Into Old Uniforms with the Well Travelled Lai See
Cathay Pacific, in partnership with McCann Worldgroup Hong Kong, has given new meaning to sustainability for Chinese New Year with the release of Well Travelled Lai See – created using thousands of retired uniforms that were destined for the landfill.
Lai See are lucky money packets traditionally made of paper and are passed to family and friends at this time of year.
To highlight the spirit of giving at Chinese New Year, the bespoke Lai See are available for sale to the public with all profits going to a local Hong Kong charity.
A staggering 320 million Lai See packets are given out in Hong Kong every year, with nearly all of these paper packets thrown away after the holiday, and just under 2% recycled. As the international airline that believes in travelling well, Cathay Pacific are actively involved in innovative solutions to help protect our world. Their symbolic idea to create Lai See out of retired uniforms has been designed to raise the conservation conversation to a new level in Hong Kong.
The Well Travelled Lai See will not only eliminate paper waste - each Lai See can also be re-used as a travel wallet, passport holder or even phone pouch.
To create the Well Travelled Lai See, the retired uniforms started their new journey in the hands of Angus Tsui – an award-wining Hong Kong eco-designer. He created a contemporary design style that would make each one unique from the next, with minimal waste.
Once the designs were finalised, Cathay Pacific then partnered with Redress and St James Upcycling Centre – a charity focused on helping the disabled community of Hong Kong – to manufacture the packets.
Prian Chan, Assistant Environmental Manager, Cathay Pacific said “We’re excited to be collaborating again with McCann and Angus on our limited-edition Lai See packets for the Year of the Dog in 2018. They are beautifully designed and make the perfect gift for loved ones.”
Martin Lever, Executive Creative Director, McCann Worldgroup Hong Kong added, “In an increasingly disposable world, it’s lovely to work on a project that not only gives new meaning to a centuries-old tradition, but which also reduces waste in more ways than one. A very simple idea brought to life with layers of loving craft, and all designed for a good charitable cause. There’s no better way to create genuine brand love.”
Advertiser: Cathay Pacific
Creative Agency: McCann WorldGroup Hong Kong
Creative Director: Rick Kwan, Guilherme Pecego
Copywriter: Juvenia Poon, Jules O'Brien, Yvonne Cheng
Art Director: Wai Wong, O Mok
Strategist: Prashant Galani, Tracy Lui
Executive Creative Director: Martin Lever
Group Account Director: Julia Broughton
Managing Director: Brandon Cheung
Account Management: Julian Egli
Senior Art Director: Daniel Cheong
Associate Creative Director: Dan Jacques, Agnes Lee, Fanny Lau
Planning Director: Annie Ng, Teresa Mok
Junior Art Director: Aneeza Arshad
Copywriters: Debby Yung
Account Director: Adina Surdu
Producer: Wing Tam
Post Production / VFX
Motion Graphics: Jennifer Chua
Category: Airlines , Travel
Genre: Creative technology , Fashion & Beauty