Hong Kong-based airline Cathay Pacific is sending its 1 million loyalty program members a personalized birthday gift that's part data, part Chinese contemporary art.
The airline worked with McCann Worldgroup to send members flight maps based on their travels for the year; they're made with a algorithm that turns their flights into digital artwork that looks like a brushstroke painting. The art also evokes airline's colors and logo.
Each of the "artmaps," as they're called, is hosted on a minisite. Members of the airline's Marco Polo Club get a video showing their own travels mapped out in digital brushstrokes; they can also print a high-res copy of a still image to frame. Digital artist Henry Chu and loyalty marketing company ICLP also worked on the project.