Hsbc Launches Sevens Campaign
HSBC has launched an integrated campaign to raise awareness of the financial group’s co-title sponsorship of the 2012 Cathay Pacific/HSBC Hong Kong Sevens tournament – set to take place this weekend, from 23rd to 25th March.
The ‘Serious Play’ films, created by advertising agency JWT London, aims to capture the trend of spectators wearing fancy dress at the tournament and the seriousness with which people take their costumes.
It is also intended to represent the bank’s dedication to the growth of the game both at a professional and a grassroots level.
Numerous teams in costumes such as Cowboys, Centurions, Elves and Green Army men feature in high-tempo scenes that unravel across a variety of locations in Hong Kong.
The films feature Sevens players from local Hong Kong rugby clubs, as well as stuntmen from around the world, while former England and British Lions player Jason Robinson and past Australia captain George Gregan also make cameo appearances.
As part of HSBC’s sponsorship the films will be broadcast within the Hong Kong Stadium during the tournament, but fans can also watch the advert at Sport Industry TV.
The Cathay Pacific / HSBC Hong Kong Sevens tournament is the flagship event in the HSBC Sevens World Series with 24 international teams set to take part this year.
Andrea Newman, Group Head of Advertising & Marketing at HSBC, said: ‘Our Serious Play campaign represents for HSBC the seriousness of the sport and the fun of the tournament. Our sponsorship underlines our commitment to Hong Kong, which we have sought to demonstrate in our stadium films.’
‘We are thrilled the campaign integrates across media with print, Out of Home and online to compliment the films and hope the activity excites people around a tournament that we feel so passionate about being a part of.’
