For many people, the Hong Kong Sevens remains the ultimate tournament on the HSBC World Series.
In mid-February, Singapore media published a story on how governing body World Rugby had ranked its sevens tournament No 2 out of 10 series tournaments because of its facilities and support services. But the “Wimbledon” of world sevens, Hong Kong, fifth on the WR list – which is not an official ranking but an internal process – is still seen as the best tournament for fans and players and the pioneer of the modern global circuit.
Hong Kong airline Cathay Pacific certainly thinks so and its latest series of ads promote the unique culture of Hong Kong and its relationship with the Sevens. Advertising agency Leo Burnett produced three promotional videos that showcase the Hong Kong Sevens, with the theme “Nobody does rugby sevens like Hong Kong”, featuring players of different teams playing mahjong, eating traditional egg waffles and drinking Iron Buddha tea.
The best line was from the tea video when one of the players asks for “a dash of milk” and the person serving looks at him in disgust saying: “No!”
“With the new campaign, we wanted to refresh our traditional approach to the Hong Kong Sevens and more than ever appeal to the broader Hong Kong community,” Edward Bell, general manager of brand, insights, marketing of Cathay Pacific, was quoted as saying in media reports.
The Hong Kong Sevens takes place from April 5-7 and is the seventh leg of the World Series. Leo Burnett Hong Kong says the campaign will have a series of digital, social and OOH themes across the globe to celebrate the tournament from March onwards. The extended campaign will be led by an integrated Publicis Groupe agency team comprising Leo Burnett, Digitas, MSL, and Luminous.
“Cathay Pacific represents the very best of Hong Kong and the creative idea places this at the heart of target audiences. The contrast of the rugby players’ masculinity and the little Hong Kong touches also dramatise the experience in a fun, memorable way,” Carol Lam, president and chief creative officer of Leo Burnett Greater China, was quoted as saying.
Client: Cathay Pacific
Agency: Leo Burnett, Hong Kong
Chief creative officer: Carol Lam
Executive creative director and art Director: Sonic Choy, William Li
Group creative director and copywriter: Richard Turnbridge Associate
Creative director and copywriter: Jessie Fung
Agency producer: Anita Chan, Joyce Mok
Account management: Jessica Lim, Victor Lam
Production company: Sweetshop Asia
Director: Nick Kelly
Producer: Catherine Law
Managing director and executive producer: Laura Geagea
DOP: Patrick O’Sullivan
Art director: Sam Lukins
Editor: Ball Lai
Colourist: Chan Kwok Choi
Online post-production: Touches, Hong Kong
Post production executive producer: Dilys Tam
Audio: Click Music, Hong Kong
Music composer: Ken Chan
Sound engineer: Eric Lo