Former BBDO staffer points to similarities between pitch work and Leo Burnett’s Cathay Pacific campaign

The ‘No One Does Rugby Sevens Like Hong Kong’ campaign for Cathay Pacific by Leo Burnett was launched to mostly positive reviews in February.

However, an Instagram post by Frankie Luk – a former executive creative director at BBDO Worldwide – pointed to the similarities between an aspect of the new campaign and work presented by his former agency in a pitch.

In a post accompanying the photo, Luk said: “I am so glad you like our idea, but I am not so happy about the art direction.”

Asked for a statement on the post, a Publicis Groupe spokesperson said: “Our campaign, ‘Nobody Does Rugby Sevens Like Hong Kong,’ was inspired by the distinctive cultural textures that make the Hong Kong Sevens a unique experience for all.

“We stand by the integrity of our creative process, and any similarities to other creative efforts are purely coincidental.”


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