Cathay presents: The Michelin Multiverse

Agency

VaynerMedia Asia Pacific

Client

Cathay Pacific

Product/Service

Air Travel

Brief

Cathay Pacific is a premium airline from Hong Kong with global ambitions. But in Western markets, we were often seen as just another “Asian carrier.”

We needed to show that Cathay is both a global airline, and one deeply rooted in culture.

Solution

We matched our Michelin-starred dishes with a Hollywood star. We partnered with Jimmy O. Yang, a Hong Kong comedian with an established Hollywood presence. Like Cathay, he’s the perfect blend of East meets West. We got him to experience our food for the first time
through three short films, and social-first content.

The internet ate it up.
14.4M impressions on YouTube with a 97.1% like rate (8% above average), 7M+ reach on TikTok, outperforming benchmarks by 379%. We were featured in Tatler, Harper’s Bazaar, and more, sparking real cultural conversations across the internet.