Hong Kong Airlines put viewers in Jackie Chan's shoes for its North America launch

Entering a highly competitive travel market, Hong Kong Airlines wanted a unique identity that set its fun, young and energetic service apart from bigger players.

Directed by David Tsui and Anthony Ng, the fast-paced film runs through POV shots of the onboard experience; the tagline 'We treat everyone like a celebrity, including celebrities' lands when the point of view is revealed as Chan's. Brand ambassador Chan boarded the inaugural flight from Hong Kong and saw off Vancouver passengers the next day; the work ran across Asia Pacific and North America with print, social, launch-event and MEC media support.

No measured results are given. The film released across Asia Pacific and North America, supported in print, social media and through a launch event.

When Hong Kong Airlines launched its transpacific debut — daily non-stop service between Vancouver and Hong Kong from 30 June 2017 — it appointed DDB Group Hong Kong to handle the campaign strategy and creative concept. Facing bigger players in a highly competitive industry, the airline set out to own a fun, young and energetic travel experience and joined forces with another homegrown hero: Academy Award winner and martial artist Jackie Chan.

Central to the campaign was a fast-paced TVC directed by David Tsui and Anthony Ng, crafted as a series of point-of-view shots that place the unknowing viewer in Chan's shoes to experience the airline's superior service, celebrity-style. The tagline, 'We treat everyone like a celebrity, including celebrities', only comes into its own once the point of view is revealed to belong to Chan.

Client services director Benny Ko said shooting POV let viewers experience what the onboard service feels like; chief marketing officer George Liu called the partnership a chance to build a cross-cultural connection and show there is no difference between celebrity and non-celebrity treatment. The film released across Asia Pacific and North America with print, social media and launch-event support.

The POV device makes the service promise something you feel first-hand instead of being told about.

Withholding whose eyes you are seeing through creates a reveal that rewards a second viewing.

Casting a homegrown superstar tied the young airline to Hong Kong identity on an international route.

Chan boarding the actual inaugural flight extended the film's claim into a real, reportable event.

If your promise is how someone is treated, don't describe it — shoot from inside the experience and let a famous face deliver the twist.

The July 2017 LBB report names the full credits but gives no audience or booking results. It notes DDB's collaboration sat within a stretch of new airline partnerships, including HKIA's SKYCITY complex, Kronenbourg 1664, GenLife and Allianz Global Investors.