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Leo Burnett HK Sevens campaign mocked by former BBDO creative director

The 2019 Hong Kong Sevens is just around the corner but the campaign launched in February has attracted some cheeky criticism from another agency’s former staff.

Created by Leo Burnett, the campaign for Cathay Pacific was launched in mid-February showcasing a traditional Hong Kong touch. However, former BBDO Worldwide’s executive creative director Frankie Luk said in an Instagram post, “I am so glad you like our idea but I am not happy about the art direction.”

Luk posted a mock-up from BBDO of the idea and the actual work in reality, which is debatably similar to the idea of BBDO’s as all of these ideas were inspired by traditional Hong Kong flavours. At the point of writing, there has not been a response to this public jibe.

Ad creatives have a long history of being protective of their work and thanks to social media, this kind of calling out at perceived copycatting is now a regular occurrence. Marketing has no stance on this matter, however.

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