HONG KONG — International airline Cathay has paid tribute to Hong Kong’s Paralympians by making trailblazing historic moments visible again in a campaign called “Every Move Counts,” created by Publicis Groupe Hong Kong.
The achievements of Hong Kong’s Paralympians have long been neglected and, therefore, barely recorded — in fact, broadcast networks in Hong Kong first aired the Paralympics only a few years ago, in 2021.
When Cathay realized that many of Hong Kong’s most legendary Paralympic moments were barely witnessed and long forgotten, it set out to tell their stories with a campaign called “Every Move Counts.”
“As the Official Airline Partner of the China Hong Kong Paralympics Committee, Cathay wanted to honor the grit, passion, and sheer talent of our home city’s Paralympics team, who share Cathay’s ‘Move Beyond’ spirit. Just like them, Cathay strives to make every move count, so we launched a campaign to ensure that this year these amazing athletes get the recognition and cheers they deserve,” said Edward Bell, General Manager of Brand, Insights, and Marketing at Cathay.
“Every Move Counts” puts three pioneering Paralympians in the spotlight: Cho Ping, Benny Cheung, and Ko Chi Kin.
Halo Cheng, Group Creative Director at Leo Burnett Hong Kong, explained, “We’ve been oblivious to the monumental feats from our highest-achieving athletes for too long, but now Hong Kong’s Paralympians are finally getting the cheers they deserve. It was a huge honor to interview past Paralympians and learn their stories. We may have missed out on cheering for past Paralympians, but it’s not too late to cheer on this year’s 23 athletes.”
For the launch of “Every Move Counts,” Cathay supports Hong Kong’s Paralympians through various initiatives: special check-in counters and excess baggage allowance, dedicated baggage handing in Hong Kong and Paris, unlimited business class flights and 1 million miles for medalists, and more.
The Paris 2024 Paralympic Games will take place from August 28 until September 08, and an expected 4,400 Paralympians from all over the world will participate.
Cathay recently announced its new brand ambassador, Siobhán Haughey, who won two Bronze medals at the Paris 2024 Summer Olympics. Together, they are driving Hong Kong’s support for its local athletes while inspiring everyone to strive for new heights in their own journeys.
CREDITS
Client: Cathay
General Manager, Brand, Insights and Marketing Communications, Cathay: Edward Bell Head of Marketing Communications, Cathay: Vivian Chan
Social Marketing Manager, Cathay: Kasey Yim
Assistant Manager, Social Marketing, Cathay: Ian Yung
Social Marketing Specialist, Cathay: Maora Cheng
Agency: Leo Burnett Hong Kong
Chief Creative Officer, Leo Burnett HK: Christopher Lee
Group Creative Director, Leo Burnett HK: Halo Cheng
Creative Director, Leo Burnett HK: Miriam Yip
Senior Art Director, Leo Burnett HK: Marco Lam
Art Director, Leo Burnett HK: Tom Tsang
Copywriter , Leo Burnett HK: Abbie Chan
Head of Creative Technology, Asia Pacific: Laurent Thevenet Strategy Director, Leo Burnett HK: Garron Chiu
Managing Partner, Leo Burnett HK: Dennis Yeung
Business Director, Leo Burnett HK: Kenneth Poon
Senior Account Director, Leo Burnett HK: Kale Ng
Senior Account Executive, Leo Burnett HK: Gertie Tsang Production: AniMotion Studio, Hong Kong / PXP Studios, Australia Post production: Friday Post Production
