2016, Hong Kong
Cathay Pacific’s loyalty club, Marco Polo Club, has more than 1 million members, who fly over 600 million miles per year.
The idea is to utilise this data to engage members by crafting a unique art pieces for each of them, based on travel data from the previous year and sent on their birthdays.
Responsibility
Further developed and completed the generative animation and artwork creation system. Cooperated with colleagues and McCann Worldgroup Hong Kong in design, development, and maintenance.
Technology
openFramework, Shell script
Click-Through Rate
87%
Video Completion
20% above industry average
ADFEST 2017
Finalist (Direct Campaign for Retention/Loyalty)
HK4As Kam Fan Awards 2017
Silver (Direct – Use of Data)
Golden Pin Design Award 2017
Design Mark
Concept & Creative Direction
McCann Worldgroup Hong Kong
Artwork Creation & Programming
Henry Chu (prototype) & Jason Huang
The brushstroke algorithm uses the element of randomness to create various unique styles, even with the same data.