Life Elevated

Taking travel lifestyle to new heights with Cathay.

In the wake of a pandemic, we announced a new beginning for one of the most iconic brands in Hong Kong. With this campaign, Cathay Pacific Airways became Cathay, a brand-new travel lifestyle brand that brings the brand’s signature in-flight service excellence to ground level.

After decades as a titan of the Asian travel industry, Cathay Pacific Airways aimed to expand into the premium lifestyle space, bringing the upscale travel experience their passengers have come to expect into the everyday.
To usher the Cathay brand into a new era, and introduce its five new brand pillars to Hong Kong.
Cathay elevates our lives.
Whether it’s 35,000 feet in the air or on the ground, Cathay is now taking every day to greater heights.

From airline to lifestyle brand

Life Elevated

Travel elevates us.
Not just physically, but spiritually, culturally and psychologically.
Travel leads us to discover more,
heightening the way we experience the world around us
and leaving us richer than when we set off.

But what if our everyday could feel like a journey?
Elevating our routine, with a new culinary adventure at every button-tap.
Elevating our enjoyment, where every shopping spree comes with its own rewards.
Elevating our wellness, where every stride is a step towards our next trip.

Take life to greater heights with every purchase,
every bite, every step,
every stay, every flight.

Whether it’s 35,000 feet in the air or firmly on the ground,
elevate every step of your journey with the new Cathay.

Teaser Exploration

Distilling the essence of ‘Life Elevated’ into a few seconds of magic and weightlessness.

Final Sketch

Final Teaser

Main Film

We showcased the Cathay lifestyle inside a playfully artistic and magical world where every moment elevates the protagonist higher and higher. She explores a lush vegetable garden, a sea of dresses, a fitness galaxy, and a space filled with hotel chairs — before one final take-off, linking all of the new Cathay experiences to the core of our DNA: travel.