To create a personalized birthday greeting for Marco Polo Club members, Cathay Pacific’s frequent flyer programme
To create a truly meaningful personal birthday greeting for 1,000,000 individuals, data plays the key role. By applying flight data to a tailor-made digital art algorithm in collaboration with a Hong Kong renowned digital artist, each passenger’s 12-month travel history is transformed into their very own contemporary art piece.
Member will receive an email on their birthday, a dedicated website is developed where they could view their artwork coming to life in a simple animation. The artwork can also be printed for framing, as well as shared across social.
The look and feel of the artwork was inspired by Cathay Pacific’s iconic “Brushwing” brand identity.
Concept development | Creative direction | Campaign website design
– ADFEST 2017 Finalist (Direct Campaign For Retention/Loyalty)
– The Kam Fan Awards Silver (Direct – Direct Single – Use of Data)
– 2017 Taiwan Golden Pin Award (Communication)