Cathay Tree Points - Make Life Sparkle 2026
Following our 2025 collaboration, Whatever Taipei once again created the annual digital brand campaign for Cathay Tree Points.
Building on the brand platform "Make Life Sparkle," the 2026 campaign expanded its core message — moving beyond product redemptions and airline miles to include in-store spending credits at exclusive retail partners, strengthening the brand's position as a points program that works everywhere.
We distilled the breadth of the redemption experience into a visual magic trick: with a sharp, rapid-fire rhythm, a phone instantly transforms into food, plane tickets, a grocery basket, and more — each swap a direct, memorable demonstration of what Cathay Tree Points can do.
We invited professional Go player and entertainer Joanne Missingham to take the lead, bringing a sense of calculated shrewdness, smart use of points, and intellectual elegance that gives life to an aspirational points-driven lifestyle.
