Japan Unlimited, Shopping

Agency Network: 
March 2011
Cathay Pacific:  Japan Unlimited, Shopping


Illustration: Benny Luk / HATCH.HK

Print advertisement created by McCann, Hong Kong for Cathay Pacific, within the category: Transport.

Advertising Agency: McCann Worldgroup, Hong Kong
Executive Creative Director: Thierry Halbroth
Associate Creative Director: Anita Ng
Art Director: Agnes Lee
Chinese Copywriter: Vivian Yong
English Copywriter: Don Ellis
Photography: Connie Hong / Ki Workshop
Retouching: Bon Leung Limited
Multimedia Designer: Cyrus Li
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StarlaY's picture

I am truly confused to be honest. What is the release day of this campaign? I am guessing it must be older than march 2011. But seeing these here makes not a bit sense to me.
the messages of these ads are not valid at the moment. so why are they here, now?
As viewers of these sets of ads are we expected to say: "Hey nice art direction!"
sorry can't do.

Activity Score 310
Copywriter |

“Inspiration exists, but it has to find us working.” Picasso.

CommandZ's picture

Valid question StarlaY but it's very possible they were in the pipeline before the events of three weeks ago. But, "hey, nice art direction" anyway.

Activity Score 2387
Creative Director
atb2005's picture

How are these messages "not valid at the moment"? I find that confusing. You mean in light of what happened recently in Japan? That doesn't mean the end of tourism in the country. Therefore, the release date of this campaign is irrelevant.

Activity Score 13489
StarlaY's picture

thousands of dead... hundreds of lost... grief... agony... radioactive leak... radiation in Tokyo city water.... not a perfect time for shopping ads. And yes the tourism will stop for a while so it is relevant.

Activity Score 310
Copywriter |

“Inspiration exists, but it has to find us working.” Picasso.

Mytwocents's picture

Cool art, not so good copy, really bad timing.

Activity Score 281
Billoughsby's picture

Beauty was the point of these, and I think someone should stand up for the 'senseless beauty' way in which Photoshop was used here, if only because it is so seldom seen. It's refreshing to see Photoshop being used for something other than putting big heads on people as if it was 1995 forever and we were all just discovering Photoshop filters.

As far as timing, I've witnessed a similar timing embarrassment relating to 9/11 and the Twin Towers. This sort of thing never invalidates the work in the long view, although it might -- MIGHT -- appear to make clowns of all involved in the short term. The work is still good.

Activity Score 5140
Art Director |

That's it.

tc's picture

last month I travel to Hong Kong(02-25~02-27)
I've seen these series in subway station
as everybody knows,the tsunami happened at 3-13
so ,that's not their fault.

Activity Score 4
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