Cathay Pacific / HK State of Mind

Stories of Hong Kong told by the creative entrepreneurs shaping it.

In an effort to showcase alternative views on Hong Kong, drive home-city content and messaging, and to build relationships with local Hong Kong entrepreneurs, Cathay Pacific Airways engaged LIIPSTIIK to create the creative strategy and production approach for a new Cathay content series called Hong Kong State of Mind.  The series aimed to illustrate Cathay’s home city through the eyes of its local creative entrepreneurs.

From October – December 2016, LIIPSTIIK successfully identified, profiled and interviewed local entrepreneurs to feature across Cathay’s digital, social media and print channels. First up in the series was Justin Sweeting of Clockenflap who shared his love for Hong Kong and how it proved to be fertile ground for pioneering one of today’s most successful music festivals in Asia.

Read the full editorial-style interview here.

LIIPSTIIK Project Team

Creative Strategy + Project Direction: Jocelyn Liipfert Lam
Project Management: Jacqui Matthews
Photography: Amanda Kho
Hair + Makeup Styling: Shue Lai
Creative Support: Sarah Chiang