Cathay Pacific Airways, The new Business Class: Anina

The new Business Class

Advertising Agency: McCann Worldgroup, Hong Kong
Executive Creative Director: Thierry Halbroth
Assoc Creative Director: Anita Ng
Senior Copywriter: Don Ellis
Art Director: Kato Tsang
Producer: Mark Cumming / Shoot Logistics
Retoucher: Bon Leung Limited
Photographer: Pete Seaward


Ron Burgundy's picture
Ron Burgundy
1636 pencils

So they are saying it feels isolated...IDK I've never flown first class, is that a good thing that you dont feel like you can talk to other people...or they can talk to you?

CuriousPencil's picture
4227 pencils

I think they're saying "Our ads don't have headlines because our seats don't have planes."

YJ's picture
372 pencils


My_friend_Goo's picture
289 pencils

Business class is all about more space. These ads are good, not great, just good

CuriousPencil's picture
4227 pencils

In all seriousness though, it's a good step away from the norm to remove the furniture from its context almost entirely like this. As well as showing that there's nothing outside this roomy space to worry about, it ensures that attention is focused on the ergonomics and functionality of the area. Pretty smart.

Billoughsby's picture
5097 pencils


"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

talkingisfree's picture
2657 pencils

Nice campaign. It says it all, withou saying nothing. Art direction is great.

miko1aj's picture
3098 pencils

I just loooove art direction in this, but this particular composition makes my teeth gnash.

shahidali's picture
4069 pencils

Is it the new business class? Thought it says you can see the new business class from the window...


kleenex's picture
36170 pencils

I do not like the ads at all. The people in the ads do look nice though.

BART1234's picture
58 pencils

Looks good, but the idea feels fake...

AKesseli's picture
210 pencils

I want to sit in that chair. The ad wins.

jackblack's picture
2328 pencils

Sorry, is there a concept here? No. Next.

phillsucks's picture
133 pencils

só tem hater nesse caralho.

maesepedro's picture
90 pencils

I like it. Creates a sense of having space.

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