A new campaign for Cathay Pacific, ‘Asia just got closer’, has been created by Publicis London with the help of AI. 

At a time when the industry is still grappling with the ethics of AI, the campaign sees Publicis London team up with a new ethical AI art platform, Artfair by Bria, which connects brands with artists. 

The new platform allows AI-generated work to be created in the style of real-world artists. Artists can sign up to the platform to retain control of their work and receive pay whenever their style is used. While the industry is still fine-tuning AI policies, especially when it comes to IP and ownership, the platform is designed to keep artists and artistry at the centre of the creative process. 

For the ‘Asia just got closer’ campaign, Publicis London has used Artfair by Bria to create illustrations in the style of award-winning artist Oliver Barrett.

The campaign is made up of bold illustrations, bringing to life the skylines of destinations across Asia and Australia that Cathay Pacific flies to. The centrepiece of the campaign is a large-scale 8x44 metre mural at the Great Eastern Art Wall in East London.

The artwork draws on Barrett’s style and was created ethically using AI trained exclusively on his approved work before being brought to life as a hand-painted installation.

Beyond the physical mural, the campaign aims to engage the public and encourage them to create their own artwork using Artfair by Bria in Barrett’s style. Passersby can scan a QR code that directs them to a digital platform where they can create their own work and be in with a chance of having it exhibited at an exclusive event at Theatre Royal Drury Lane. The winning entry will receive two return flights to Hong Kong with Cathay Pacific.

‘Asia just got closer’ shows how we connect people not just to new destinations, but to new ideas and experiences through the premium travel experience that Cathay Pacific is known for. Partnering with Artfair by Bria allowed us to invite everyone into the creative process, giving the public tools to create their own artwork, while ensuring artists are fairly credited and rewarded,” says Lisa Delaney, Regional Head of Marketing and Lifestyle - Europe, Cathay Pacific.

Showcasing the power of AI as an aid to creativity, the campaign aims to demonstrate how AI can be used in collaboration with artists, not instead of.

Artfair by Bria aims to create new access to creativity for consumers through product personalisation, UGC campaigns where audiences generate content in a licensed artistic style and bespoke branded experiences. 

“Artfair by Bria is nothing short of game-changing, built to back artists while helping their creative ideas travel further around the world. Through our collaboration with Cathay Pacific and Bria, bringing ‘Asia just got closer’ to life, we’re showing how ethical AI can unlock international creativity at scale, without losing sight of the artists behind the work,” added Noël Bunting, Chief Creative Officer at Publicis London.

The campaign will run across multiple channels, showcasing real-world destinations and AI-generated creativity and is supported by social, influencer and CRM activity. 

Creative was led by Publicis London, digital was handled by Digitas, and media planning and buying by Spark Foundry. Publicis Production was the lead production partner on the campaign, and St Marks Studio produced the mural.

Placing AI artistry front and centre, Cathay Pacific and Publicis London show how ethical co-creation can help bring audiences in and push the boundaries of creativity.