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Cathay: Every move counts
Cathay is paying tribute to Hong Kong’s Paralympians by making trailblazing historic moments visible again in a campaign called ‘Every Move Counts’, created by Publicis Groupe Hong Kong. The achievements of Hong Kong’s Paralympians have long been neglected, and therefore barely recorded – in fact, broadcast networks in Hong Kong first aired the Paralympics only a few years ago in 2021.
When Cathay realized that many of Hong Kong’s most legendary Paralympic moments were barely witnessed, and long forgotten, it set out to tell their stories with a campaign called ‘Every Move Counts’ by recreating their moments through AI. Many Hong Kongers believe our first gold medal came in 1996 for sailing. But actually, our Paralympians have been winning medals as early as 1984. ‘Every Move Counts’ puts three pioneering Paralympians in the spotlight: Cho Ping, Benny Cheung and Ko Chi Kin. We’ve been oblivious to the monumental feats from our highest-achieving athletes for too long, but now Hong Kong’s Paralympians are finally getting the cheers they deserve. It was a huge honour to interview past Paralympians and learn their stories. We may have missed out on cheering for past Paralympians, but it’s not too late to cheer on this year’s 23 athletes.
Head of Technology: Laurent Thevenet Related |
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