Campaign Overview
Cathay Pacific partnered with Bria to launch Artfair by Bria, a new ethical AI platform that enables brands to create AI-generated content in licensed artistic styles while ensuring artists retain control of their work and are fairly compensated whenever their style is used.
A fully integrated campaign centred around a large-scale mural installation at the Great Eastern Art Wall in East London. Inspired by the distinctive style of award-winning artist Oliver Barrett, the artwork showcased destinations across Asia and Australia served by Cathay Pacific.
The campaign extended beyond the physical mural through a digital experience that invited the public to create their own artworks using Artfair by Bria. Selected entries were exhibited at Theatre Royal Drury Lane, with the winning artist receiving two return flights to Hong Kong. Supported by social, influencer, CRM and PR activity, the campaign demonstrated how ethical AI can connect brands, audiences and artists in a way that is transparent, rewarding and creatively ambitious.
