To highlight Hong Kong Airlines’ direct routes to key markets, we created a direct visual connection between Hong Kong and the featured destinations. The campaign used the clear negative space of the sky above the crowded, intense streetscapes of everyday Hong Kong to create silhouettes of the Tokyo Sky Tree, Taipei 101 and the Shanghai World Financial Center.

We compiled thousands of photographs to create three hyperreal images of everyday Hong Kong. Using the negative space between the busy, vibrant, skylines of Hong Kong, we created the iconic buildings of our featured destinations. A solitary plane reinforces Hong Kong Airlines role in transporting people between these destinations. By balancing the chaos of the city with the serenity of the sky, we highlighted the simplicity of moving between one destination and the other.

As this campaign recently launched, there is not yet data to indicate the effectiveness.