What really happened? AI can tell a story if you weren’t there in history, but why does that thought taste slightly bitter? Cathay Pacific’s “Re-Righting History” campaign has sparked discussions about technology’s role in storytelling and the ethical gray zones it may introduce. The campaign used AI to recreate unrecorded moments from Hong Kong’s Paralympic athletes and comes at the nexus of innovation, inclusivity, and corporate branding. But does it truly stand the test of scrutiny? And does its narrative address historical oversights or polish a brand image? Here’s a critical look at the key elements of the campaign and its implications.

The historical gap in Hong Kong’s Paralympic broadcasting

Hong Kong has participated in the Paralympic Games since 1972, earning significant recognition on the global stage with medals and standout achievements. However, despite these monumental accomplishments, it wasn’t until 2021 and the Tokyo Paralympics that Hong Kong residents could watch the games live on television. The local broadcasting gap spanned decades, leaving Paralympic triumphs largely unnoticed within the territory.

Why didn’t Hong Kong air these games locally? Evidence suggests the reason was primarily commercial. Local broadcasters probably viewed the Paralympics as a low-profit venture compared to the more popular Olympics. This lack of interest was noted, and the Hong Kong government stepped in for the 2020 Tokyo Paralympics, purchasing the broadcast rights to ensure public access. A closer assessment reveals these decisions likely underscored a broader cultural undervaluation of Paralympic achievements, mirroring a historical blind spot in other parts of the world.

It’s worth noting that international broadcasters recorded and aired the Paralympics before 2021, and footage exists in the archives of organizations such as the International Paralympic Committee (IPC). However, this footage was neither widely accessible nor tailored to a Hong Kong audience, perpetuating a disconnect between local achievements and public awareness.

Why AI and not original footage?

For its campaign, Cathay Pacific chose to recreate missing moments using artificial intelligence, a decision that warrants closer inspection. While international footage of Hong Kong Paralympians exists, using it would have likely come with significant challenges.

1. Rights and accessibility issues: Procuring rights from international broadcasters or the IPC would involve complex negotiations and significant financial investment. The licensing effort might have outweighed its perceived benefits for a campaign targeting local audiences.
2. Gaps in coverage: Even if some recordings are available, they may not comprehensively cover all athletes, moments, or events that Cathay Pacific wanted to highlight. Moments from earlier decades, particularly the 1970s and 1980s, are notably scarce.
3. Localized context and narratives: AI offered the campaign creative freedom. By working with interviews, personal accounts, and descriptions from retired Paralympians, Cathay Pacific crafted a narrative to resonate with the Hong Kong audience, positioning these athletes as local heroes. This approach arguably created an emotional connection that repurposing archival footage might not have achieved.
4. Innovation and engagement: AI-infused technology gives the campaign a technological edge, potentially enhancing its appeal. Unlike traditional archival footage, AI-generated recreations feel new, integrating seamlessly into a marketing strategy to position Cathay Pacific as forward-thinking.

While using AI might seem like a practical solution, it does open up ethical questions about authenticity. Are AI-generated moments faithful representations of what happened? Or do they stray into revisionism, blurring the line between honoring history and reimagining it? These questions deserve serious contemplation as AI continues to shape how we present the past. Even if you wanted to like the campaign, the poor visual quality of the results dampens the emotions around this campaign, but it might have still been a good effort with good intentions.

Cathay Pacific’s role and rationale

Cathay Pacific’s involvement in the campaign stems from its position as the Official Airline Partner of the China Hong Kong Paralympics Committee. Traditionally seen as the flag carrier of Hong Kong, Cathay’s long history of supporting local sports, including events like the Hong Kong Sevens and Hong Kong Sports Stars Awards, establishes a precedent for this type of initiative.

But why pour resources into a campaign honoring Paralympians? The rationale appears multi-layered:

Branding and corporate social responsibility

Cathay’s “Move Beyond” initiative encapsulates values such as inclusivity, commitment, and innovation. Associating with Hong Kong’s overlooked Paralympic legends allowed Cathay to position itself as a brand that gives back to its community while addressing past neglect. This campaign wasn’t just about revisiting history. It aligned perfectly with Cathay’s messaging of breaking barriers and moving forward, echoing the determination of Paralympians.

Local and global engagement

Celebrating Hong Kong’s athletes highlights Cathay’s commitment to its home city while presenting the brand as globally inclusive. With Paralympians often underrepresented in the mainstream, Cathay could tap into a narrative of empowerment, appealing to local customers and an international audience valuing corporate responsibility.

Showcasing technological prowess

The campaign’s ambition to “re-right history” through AI emphasized Cathay’s innovative ethos. The brand’s pioneering AI in this space signaled its forward-looking mindset and adaptability, potentially attracting tech-inclined, globally aware customers.

Cynical or strategic?

Of course, an airline sponsoring a Paralympic campaign may prompt skepticism. One might wonder how celebrating athletes ties directly to Cathay’s airline services. Isn’t it purely PR? Possibly. Yet, large-scale campaigns like this often straddle financial goals and altruistic sentiment. Regardless of motive, the campaign has undoubtedly brought attention to long-overlooked achievements, sparking conversations around inclusivity and the role of technology in storytelling.

The takeaway: A double-edged sword

Cathay Pacific’s “Re-Righting History” campaign is emblematic of the complex dynamics around corporate sponsorships, technology, and historical storytelling. On one hand, the campaign effectively sheds light on neglected Paralympic achievements, creating meaningful narratives for a local audience. It also demonstrates how AI can bridge gaps in media coverage and revive forgotten moments. On the other hand, the AI-generated recreations highlight the challenges of authenticity in storytelling. When history is “recreated,” does it remain history or become a curated version of what we want to remember?

Before you go: How Do Technology and Sports Overlap Nowadays?

This tension will likely persist as AI finds greater roles in media and marketing. For companies like Cathay Pacific, the question becomes one of balance. Can they wield AI to innovate without crossing into revisionism? Can branding campaigns genuinely serve their communities while achieving commercial goals? The answers will shape how brands engage with their histories and their audiences moving forward. For now, Cathay’s efforts spotlight the power and pitfalls of using technology to fill the gaps in our collective memory.

Photo credit: The feature image is symbolic and has been provided by China Images.
Source: Andrew Dowdeswell (Inside the Games) / Vanessa Yuen (Marketing Interactive) / Amit Bapna (The Drum) / Daniel Keane (ABC News) / Yanni Chow, Sue Ng (South China Morning Post) / Shania Siu (Localiiz) / Adam Shaw (Campaign Brief Asia) / Ads of the World / Kim Shaw (Campaign Brief Asia) /  Cathay Pacific