Cathay Cargo recreates a modern-day ark with AI-inspired campaign

Cathay Cargo has unveiled an AI-inspired campaign featuring sloths, flamingos, alpacas, penguins and other adorable creatures, highlighting its meticulous care and attention that each animal receives when travelling with Cathay Cargo’s live animal services.

Cathay Cargo is the air-freight business division of the Cathay Group and one of the leading air-cargo operators in the world, operating from its hub in Hong Kong. Cathay Cargo offers scheduled freighter services to over 40 destinations worldwide, in addition to utilising belly capacity on the group’s passenger flights to over 100 destinations, according to the release. 

Created with the help of creative agency Leo Hong Kong, the campaign, titled "We carry them all, big and small", reimagines a modern-day “ark” – only with wings, not sails – to showcase the spectacular diversity of animals that can travel with the airline, as well as the bespoke care they receive on every flight.

From champion racehorses and celebrity giant pandas to beloved pets, livestock or newly hatched chicks, the team at Cathay Cargo are true animal lovers who are trained to care for their passengers – furred, feathered or finned, big and small – as if they are their own.

Targeting a global B2B audience of animal owners, breeders, producers, buyers, and agents who require professional animal handling, the campaign comes with a thematic video, featuring a diverse range of animals including sloths, elephants, flamingos, alpacas, and penguins, boarding under the supervision of airport staff. This demonstrates the brand’s inclusivity in animal transportation and its commitment to customised care.

Notably, all animals in the film are created with the help of AI, under the direction of film director Brent Bonacorso, known for his distinct style and expertise in VFX and AI. This approach ensures no real animals are subjected to the stress of a production set.

Running from mid May until Aug 2025, the campaign is supported with a holistic suite of above-the-line and below-the-line communications – from key visuals and video to two 15s cutdowns for media and social, highlighting Cathay Cargo's USPs, along with social, digital and media assets, and refreshed sales materials targeting prospects, according to Leo Hong Kong.

With the goal of reflecting Cathay Cargo's commitment to animal care, Leo Hong Kong developed the creative concept based on the belief that "no animals are alike; each requires unique care when traveling." "Inspired by this, we envisioned a modern-day ark featuring a variety of animals - sloths, elephants, flamingos, and more - gracefully heading towards our plane. The film, produced entirely through AI, underscores the brand's dedication to animal welfare by eliminating the need for live animals on set."

The media strategy is tailored to engage global audiences, using multi-lingual assets to resonate with diverse markets.

To maximise impact, the campaign is being extended across digital, print, outdoor, social media, and targeted B2B channels. ​

Edward Bell, general manager, brand, insights and marketing communications at Cathay said: “Behind every trip is a team of genuine animal lovers committed to the well-being of every creature we carry. In this video, we aim to narrate the utmost care we provide in Cathay Live Animal solutions, connecting the importance of compassion with the beauty of these creatures.”

“Whether welcoming a show horse, an endangered species, or a cherished pet, we pride ourselves on treating our guests not as mere shipments, but as living beings with heartbeats deserving of tailored, professional care as we help move them around the world,” Bell added.

João Braga, global executive creative director at Publicis Groupe Hong Kong said: “Cathay Cargo not only has the expertise in transporting all kinds of animals, they genuinely care for each species on their watch. So when we landed on the idea of a modern-day ark, we saw an opportunity to be truly intentional with the use of tech. If we can use AI to avoid putting animals through the stress of a taxing shoot, then why wouldn’t we?”

Don't miss: Cathay and HKYAA join forces to inspire aviation enthusiasts

Last month, Cathay partnered with Hong Kong Youth Aviation Academy (HKYAA) to nurture the next generation of aviation enthusiasts with new initiatives, including AeroQuiz and the Cathay Inter-school Aviation Challenge Cup (CISACC). 

This collaboration was born out of their shared values of being a positive force for the community, and Cathay’s ongoing commitment to promoting youth development in Hong Kong. 

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