Tag: Publicis Groupe Hong Kong

Hong Kong – Cathay marked a nostalgic return to Kai Tak on the final day of the Cathay/HSBC Hong Kong Rugby Sevens, staging a low-altitude flypast to celebrate the former airport’s 100th anniversary and the tournament’s debut at Kai Tak Sports Park.

For decades, Kai Tak served as Hong Kong’s international gateway, famed for its challenging 47-degree turn at 700 feet—one of the most difficult airport approaches in the world. Pilots were required to navigate between high-rise buildings, a spectacle that drew global attention until the airport’s closure in 1998.

“Everyone remembers the stories of Cathay Pacific’s aircraft flying in and out of Kai Tak. So we turned the nostalgia into an event to get the world talking about the Sevens, held for the first time at the new Kai Tak Sports Park,” said Edward Bell, general manager for brand, insights and marketing communications at Cathay. 

After 27 years, Cathay Pacific returned to Kai Tak with flight CX8100—named in honour of Kai Tak’s 100th anniversary. The aircraft took off from Hong Kong International Airport around 4pm on Sunday, March 30, flying past Central, Wan Chai, Kai Tak, North Point, and through Victoria Harbour in a dramatic recreation of aviation history.

To enable the flypast, Cathay collaborated with the Hong Kong SAR Government to create a temporary restricted flying zone over Victoria Harbour. Publicis Groupe Hong Kong then brought in veteran aviation photographers—renowned for capturing Cathay’s iconic Kai Tak landings—to document the moment. Their images and live-streamed footage of CX8100 are now being shared widely across the globe and Cathay’s social channels.

Cathay has also released a short documentary-style video offering a behind-the-scenes look at the planning and preparation behind Flight CX8100’s historic flypast over Kai Tak.

“Creating a live performance of an aircraft flying past Kai Tak seemed like an audacious feat. But together with the team at Cathay, we worked hard to plan an experience that everyone at this year’s Hong Kong Sevens final will remember. Hopefully for years to come,” shared Christopher Lee, chief creative officer at Publicis Groupe Hong Kong.

Cathay is the exclusive founding travel partner of Kai Tak Sports Park, supporting the venue’s efforts to promote sports, arts, and culture in Hong Kong. The partnership aims to attract global visitors through immersive experiences that highlight the city’s international appeal.

Hong Kong – Publicis Groupe Hong Kong has bolstered its creative leadership by appointing João Braga as its global executive creative director, bringing his extensive global expertise and award-winning track record to the team.

In his new role, Braga will work closely with Christopher Lee, chief creative officer at Publicis Groupe Hong Kong, and report to Tom Kao, CEO of Publicis Groupe Hong Kong.

Braga, an internationally acclaimed creative leader, brings two decades of experience spanning four continents to enrich Publicis Groupe Hong Kong’s diverse creative teams and global client portfolio.

Originally from Brazil, Braga has built a distinguished career across São Paulo, Lisbon, Singapore, Bangkok, and Sydney, skilfully navigating local market nuances and creating work celebrated over 300 times at prestigious global awards, including Cannes Lions, One Show, D&AD, and the Effies.

Commenting on the appointment, Kao said, “Over the past two years, Publicis Groupe Hong Kong has enjoyed incredible momentum. Now is the perfect time to elevate our team and keep driving results for our clients through world-class creativity. With Joao’s ability to bring different backgrounds, skills, and perspectives into the room to create unexpected business solutions and Chris’ infectious energy and passion for ideas, Publicis Groupe Hong Kong will continue to be an unstoppable creative force in our region.”

Lee added, “Joao and I share the same vision to elevate the work here in Hong Kong so that it will be noticed on a global stage. With his experience and pedigree, we’ll create an environment that nurtures our teams to continue creating big ideas that can burst into popular culture. I can’t wait to show the world what we are capable of.”

With this appointment, Braga will relocate to Hong Kong after serving three years as national chief creative officer at Wunderman Thompson Australia, overseeing three offices. Prior to that, he spent six years in Southeast Asia, leading a diverse client portfolio across six markets.

Speaking on his appointment, Braga said, “There’s a real sense of opportunity, ambition, and optimism here at Publicis Groupe Hong Kong, and those ingredients combined make an incredible magnet. Tom and Chris have been doing a stellar job, so my remit is to build upon the already strong culture and impressive set of capabilities to help them shape a world-class playground for creativity and innovation out of Hong Kong. For me, this was also the perfect opportunity to partner with some amazing brands and do work that drives fame and impact at a global scale.”

Hong Kong –  International airline carrier Cathay Pacific has partnered with Publicis Groupe Hong Kong to launch a new campaign promoting the upcoming Cathay/HSBC Hong Kong Sevens event. 

Titled ‘That’s What We Call A Seven’, the campaign features a film that documents the life of Eric. Eric starts to rate his everyday experiences and realises that nothing has lived up to the exhilaration he once felt at the Hong Kong Sevens and that life hasn’t been the same ever since. 

The Cathay/HSBC Hong Kong Sevens is one of Asia’s most popular annual sporting events and the world’s first truly global rugby tournament. With nail-biting matches, the event is always expected to be a costume-crazed, fun-filled spectacle, with every year being bigger than the last. 

This year, with Cathay being one of the event’s co-title sponsors and official overseas travel partner, the airline is committed to delivering a world-class rugby festival. Cathay promises an enhanced Sevens experience for fans around the globe by offering a suite of flight, ticket, and accommodation packages. 

As part of the promotions, the campaign will also extend to out-of-home advertising, social, and in-stadium activations and giveaways. 

The local activations transform the idea of the campaign film into an actual rating system. People can rate the people, places, or experiences that they feel also achieve a perfect ‘7’ by collecting and giving out Cathay’s series of collectible badges. Each badge is inspired by the most captivating aspects of Hong Kong and the Hong Kong Sevens. 

Edward Bell, general manager of brand, insights, and marketing at Cathay, said, “We loved the idea of playfully reminding people of how epic the Hong Kong Sevens are—so epic, everything else in life, big or small, pales in comparison. From Cathay’s in-flight hospitality to the spectacle of the stadium and the tournament’s world-class rugby warriors, each element comes together to create a perfect score. Now that’s what we call a seven.” 

Meanwhile, Christopher Lee, executive creative director at Publicis Groupe Hong Kong, shared, “It’s human nature to rate stuff, which gave us a funny thought: what if coming to Hong Kong to watch the Rugby Sevens could ruin all other experiences for you? If you ask us Hong Kongers, no other event can rival its greatness; it’s a perfect 7 out of 7.”