When Hong Kong’s Superbowl-equivalent event with Cathay as the title sponsor, was set to launch its brand new Kai Tak Stadium, we had an opportunity to launch more than a sponsorship, but a collective memory. Especially since Cathay faced negative sentiment in the home market. The new stadium was built on the original Kai Tak Airport, the birthplace of Cathay. We celebrated this moment by doing the impossible: re-enacting the Kai Tak Landing flight route to re-create a beloved cultural memory with Hong Kong and remind Hong Kongers of our collective pride and love for Hong Kong and the brand.