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.