Cathay Cargo Shows How on Earth You Move the Impossible

How on Earth do you ship a world of possibility? Cathay Cargo explores this question in its latest global brand campaign. Building on the 2023 'We Know How' platform, ‘How on Earth’ highlights the airline’s approach to handling challenging, urgent, and unique cargo, illustrating the capabilities that define its operations.

Created by Leo Hong Kong, the campaign highlights Cathay Cargo’s expertise in moving complex, urgent, and precious shipments. From the biggest to the most delicate, every story featured in the campaign is inspired by real shipments from Cathay Cargo’s history, and points boldly to the future.

Taking an unconventional approach to B2B marketing, the campaign connects Cathay Cargo’s specialist solutions with an emotional core - brought to life through a targeted global content strategy.

“How on Earth’ is more than a question – it’s a reminder of how our people combine teamwork, expertise and passion to solve challenges that others might consider impossible. Every day, that can-do spirit moves the world’s most extraordinary shipments. This campaign celebrates the expertise and innovation that define Cathay Cargo. Whatever the world needs moved – no matter how far, how complex, or how precious – we know how,” said Edward Bell, general manager, brand, insights and marketing communications at Cathay.

​João Braga, global executive creative director at Publicis Groupe Hong Kong, added, “The beauty of this idea lies in its simplicity and ambition. ‘How on Earth’ invites the world to imagine the most extraordinary shipping challenges – and positions Cathay Cargo as the partner that can make them happen.

The campaign will run across digital and social channels worldwide, reaching shippers, freight forwarders, and business partners who depend on precision, reliability, and trust in every shipment.