McCann Worldgroup Malaysia + HK create the sounds of travelling well for Cathay Pacific
McCann Worldgroup Malaysia and Hong Kong have worked together with Cathay Pacific and the recently launched in Malaysia, Cathay Dragon, to create an innovative music piece, “the sounds of travelling well” in their latest campaign, which runs this month.
Cathay Pacific believes that travelling well is an important part of living well. When we travel well, the world unfolds, not only before our eyes, but all of our senses. Through sound, memories and feelings can be just as strongly evoked.
“Travel ads tend to communicate using strong, colourful and exciting visuals — come see the wonderful sights and shiny bright lights of this or that city. We travel with our eyes. But what if we said you could travel with your ears to the same place, and have a totally different experience?,” said Sean Sim, CEO of McCann Worldgroup Malaysia. “We felt there was an opportunity to give our travellers an interesting perspective, via sounds instead.”
“The Sounds of Travelling Well” was composed entirely from thousands of sounds recorded when travelling around the Asia-Pacific region. These are audio moments that travellers would normally hear and encounter on a journey. From buckling up at the Kuala Lumpur International airport, ordering street food in Osaka, to crossing a busy street in downtown Hong Kong, and attending a bamboo cutting ceremony in Kyoto. All these were recorded and re-mixed at the music studio into one unique song.
Anna Choi, Country Manager Malaysia and Brunei of Cathay Pacific added, “We went on an international journey to record thousands of audio moments and then crafted these sounds into one harmonious blend of rhythm and melody. We hope this will inspire our travellers to discover the beauty of travelling well from a whole new perspective.”
The campaign runs online from end of July to end of August in Malaysia. To complement the campaign, Cathay Pacific is also running a contest on their microsite for four weeks and the winners of the contest will take home a pair of tickets to a destination in Asia.
Credits –
Cathay Pacific Airways Limited (Hong Kong)
Julianna Ng – Marketing Manager – International
Fiona Tang – Marketing Officer
Cathay Pacific Airways Limited (Malaysia)
Anna Choi – Country Manager Malaysia and Brunei
Loo Maylin – Assistant Marketing Communications Manager
McCann Kuala Lumpur
Sean Sim – Chief Executive Officer
Ng Heok Seong – Chief Creative Officer
Yow Kuan Wai – Associate Creative Director
Zachary Yeoh – Copywriter
Thomas Chiew – Designer
Audio-Visual Production
Pauline Moreira – Head of AV
Digital Team
Yuinny Soong – Digital Project Manager
Jason Chia – Digital Tech Lead
Hanafi – Digital Designer
Planning and Business Management
Nura Yusof – Head of Strategic Planning
Jeannette Laws – Business Director
Carmen Lim – Brand Manager
Amber Gan – Brand Executive
McCann Hong Kong – Cathay Pacific Central Team
Martin Lever – Executive Creative Director
Rick Kwan – Creative Director
Agnes Lee – Associate Creative Director
Fanny Lau – Associate Creative Director
Dan Jacques – Senior Writer
Daniel Cheong – Senior Art Director
Business Planning and Management
Brandon Cheung – Managing Partner
Karen Chan – Planning Director
Victor Lam – Group Account Director
Eva Cheung – Senior Account Director
Patricia Chung – Senior Outport Manager
Fuse Adventures in Audio
Jimmy Tan – Producer
Chawirat Tan – Producer
Onn-Jian Lim – Sound Engineer
Kimberly Chin – Music Composer
Passion Pictures
Darrel Tan Hyon-Lè – Film Director
Zureen Zulkifli – Executive Producer
Felicia Choi – Producer
Kenz Koh – Director of Photography
Alex Thong – Sound Recordist
Post Production – VHQ KL