The Sounds of Travelling Well

McCann Worldgroup Malaysia and Hong Kong have collaborated with Cathay Pacific and Cathay Dragon — which was recently launched in Malaysia — to create an innovative music piece, “The Sounds of Travelling Well” in their latest campaign, slated to run this month.

“The Sounds of Travelling Well” was composed from thousands of sounds recorded whilst travelling around the Asia-Pacific region.

These audio moments are familiar to travellers on a journey, and in this case, the sound featured were unique to Malaysia, Osaka and Kyoto.

They included buckling up at the Kuala Lumpur International airport, ordering street food in Osaka, crossing a busy street in downtown Hong Kong, and attending a bamboo cutting ceremony in Kyoto. All these were recorded and then re-mixed by Fuse Adventures music studio into one unique song.”

“Travel ads tend to communicate using strong, colorful and exciting visuals — come see the wonderful sights and shiny bright lights of this or that city.

We travel with our eyes. But what if we said you could travel with your ears to the same place, and have a totally different experience?” said Sean Sim, CEO of McCann Worldgroup Malaysia.

“We felt there was an opportunity to give our travellers an interesting perspective, via sounds instead.”

Anna Choi, Country Manager Malaysia and Brunei of Cathay Pacific added: “We went on an international journey to record thousands of audio moments and then crafted these sounds into one harmonious blend of rhythm and melody.

“We hope this will inspire our travellers to discover the beauty of travelling well from a whole new perspective.”

The campaign runs online from end of July to end of August in Malaysia. To complement the campaign, Cathay Pacific is also running a contest on their microsite for four weeks and the winners of the contest will take home a pair of tickets to a destination in Asia.

Experience the full song and music video, and learn more about the campaign at soundsoftravellingwell.cathaypacific.com

Credits:

Cathay Pacific Airways Limited (Hong Kong)

Julianna Ng – Marketing Manager – International

Fiona Tang – Marketing Officer

Cathay Pacific Airways Limited (Malaysia)

Anna Choi – Country Manager Malaysia and Brunei

Loo Maylin – Assistant Marketing Communications Manager

McCann Kuala Lumpur 

Sean Sim – Chief Executive Officer

Ng Heok Seong – Chief Creative Officer

Creative Team

Yow Kuan Wai – Associate Creative Director

Zachary Yeoh – Copywriter

Thomas Chiew – Designer

Audio-Visual Production

Pauline Moreira – Head of AV

Digital Team

Yuinny Soong – Digital Project Manager

Jason Chia – Digital Tech Lead

Hanafi – Digital Designer

Planning and Business Management

Nura Yusof – Head of Strategic Planning

Jeannette Laws – Business Director

Carmen Lim – Brand Manager

Amber Gan – Brand Executive

McCann Hong Kong – Cathay Pacific Central Team

Creative Team

Martin Lever – Executive Creative Director

Rick Kwan – Creative Director

Agnes Lee – Associate Creative Director

Fanny Lau – Associate Creative Director

Dan Jacques – Senior Writer

Daniel Cheong – Senior Art Director

Business Planning and Management

Brandon Cheung – Managing Partner

Karen Chan – Planning Director

Victor Lam – Group Account Director

Eva Cheung – Senior Account Director

Patricia Chung – Senior Outport Manager

Fuse Adventures in Audio

Jimmy Tan – Producer

Chawirat Tan – Producer

Onn-Jian Lim – Sound Engineer

Kimberly Chin – Music Composer

Passion Pictures

Darrel Tan Hyon-Lè – Film Director

Zureen Zulkifli – Executive Producer

Felicia Choi – Producer

Kenz Koh – Director of Photography

Alex Thong – Sound Recordist

Post Production – VHQKL


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