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SUB CATEGORY :
LOTUS ROOTS
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COMPANY ENTERING :
MCCANN WORLDGROUP HONG KONG, HONG KONG
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TITLE :
UNIFORM LAI SEE
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BRAND :
CATHAY PACIFIC AIRWAYS
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ADVERTISER :
CATHAY PACIFIC AIRWAYS
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AGENCY :
MCCANN WORLDGROUP HONG KONG,
HONG KONG
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EXECUTIVE CREATIVE DIRECTOR :
MARTIN LEVER
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CREATIVE DIRECTOR :
GUILHERME PECEGO/RICK KWAN
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ASSOCIATE CREATIVE DIRECTOR :
AGNES LEE
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COPYWRITER :
DAN JACQUES
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CHINESE COPYWRITER :
JUVENIA POON
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ART DIRECTOR :
WONG PING WAI/MOK TING NGO
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ACCOUNT DIRECTOR :
JULIA BROUGHTON
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ACCOUNT MANAGER :
ADINA SURDU
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ACCOUNT EXECUTIVE :
JULIAN EGLI
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STRATEGIC PLANNING DIRECTOR :
BRANDON CHEUNG
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STRATEGIC PLANNING MANAGER :
PRASHANT GALANI
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STRATEGIC PLANNER :
TRACY LUI
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ILLUSTRATOR :
GEORGE CHEUNG
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AGENCY PRODUCER :
WING TAM
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CULTURAL CONTEXT EXPLANATION :
LUCKY MONEY PACKETS HAVE BEEN SHARED ACROSS ASIA FOR CENTURIES. THEY ARE MAINLY GIVEN OUT TO SYMBOLIZE THE BRINGING OF GOOD FORTUNE AND PROSPERITY. DURING CHINESE NEW YEAR, IN SOUTHERN CHINA, RED ENVELOPES (LAI SEE) ARE TYPICALLY GIVEN BY THE MARRIED TO THE UNMARRIED, MOST OF WHOM ARE CHILDREN. THE AMOUNT OF MONEY IS USUALLY NOTES TO AVOID HEAVY COINS AND TO MAKE IT DIFFICULT TO JUDGE THE AMOUNT INSIDE BEFORE OPENING. I IT IS TRADITIONAL TO PUT BRAND NEW NOTES INSIDE RED ENVELOPES AND ALSO TO AVOID OPENING THE ENVELOPES IN FRONT OF THE RELATIVES OUT OF COURTESY. OVER 320 MILLION RED PACKETS ARE GIVEN OUT DURING CHINESE NEW YEAR IN HONG KONG, MAKING IT ONE OF THE MOST IMPORTANT AND ICONIC TRADITIONS IN THE CITY.
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BACKGROUND OVERVIEW :
LAI SEE LUCKY MONEY PACKETS ARE AN INTEGRAL PART OF CHINESE NEW YEAR, WITH A STAGGERING 320 MILLION OF THESE PAPER PACKETS ARE GIVEN OUT AMONGST FRIENDS AND FAMILY IN HONG KONG EVERY YEAR! SADLY, NEARLY ALL OF THIS PAPER IS THROWN AWAY - WITH ONLY 2% RECYCLED. AS A LEADING HONG KONG BRAND, COULD CATHAY PACIFIC MAKE ITS ACT OF CHINESE NEW YEAR GIVING MORE SUSTAINABLE? WE CREATED UNIFORM LAI SEE. MULTIPURPOSE RED PACKETS CREATED USING 8,000 OLD FLIGHT ATTENDANT UNIFORMS THAT WERE DESTINED FOR THE LANDFILL. FIRST WE GAVE OUR UNIFORMS TO AWARD-WINNING ECO-DESIGNER, ANGUS TSUI, WHO CREATED A CONTEMPORARY DESIGN STYLE THAT WOULD MAKE EVERY PIECE UNIQUE. THE PACKETS WERE THEN PRODUCED BY THE PEOPLE OF ST JAMES SETTLEMENT, A TEXTILE CHARITY THAT HELPS THE LESS FORTUNATE OF HONG KONG. SOLD IN CATHAY PACIFIC'S ONLINE STORE, THE PROCEEDS FROM EACH PURCHASE WENT TO CHARITY – PASSING FORWARD THE CNY TRADITION OF GIVING EVEN FURTHER. AND BETTER STILL, THE SPECIAL DESIGN INSPIRED A HOST OF NEW USES THAT PEOPLE SHARED ONLINE – SPARKING POWERFUL CONVERSATIONS AMONGST HONG KONGERS ABOUT SUSTAINABILITY. UNIFORM LAI SEE – A CONTEMPORARY AND SUSTAINABLE TAKE ON A CENTURIES-OLD TRADITION.
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