The campaign by JWT London, which marks the 125th anniversary of the British & Irish Lions' first visit to Australia, launches tomorrow. It centres on a 90-second video (above) showing the voyage of a ship crewed by Lions legends including Coach Warren Gatland, Brian O’Driscoll, Jason Robinson, Willie John McBride, JPR Williams and Gavin Hastings.
The video will be available starting tomorrow on the brand's YouTube channel, the hub of the campaign. There, visitors will have the ability to click on hotspots over the film to explore additional content exploring the histories of the individual legends featured in the video. As the tour progresses, HSBC promises exclusive, real-time content from the Lions Legends.
The campaign also includes press, Twitter, Digital OOH and digital display elements. TVCs will also air in the UK and Australia.
The Lions hit Hong Kong on 1 June before continuing to Australia for six provincial matches and three tests. The tour, which lasts until 6 July, starts in Perth on 5 June and includes stops in Brisbane, Newcastle, Canberra, Melbourne and Sydney.
CREDITS
Project name: The Journey
Client and Job Title: HSBC Global Brand and Sponsorship
Creative agency: JWT London
Executive Creative Director: Axel Chaldecott
Creative Directors: Iain Weatherby and Daniel Hennessy
TV Producer: Doug Wade
Assistant TV Producer: Charlotte Jude
Global Director in Charge: Joseph Petyan
Account Director: Tanya Hamilton-Smith
Account Manager: Rollo Gwyn-Jones
Media agency: Mindshare
Media planner: Sam Selleck and Steph Palma
Director: Dom & Nic
Production Company: Outsider
Production Company Producer: John Madsen
Editors: Final Cut
Editor: Struan Clay
Sound: 750mph
Sound Engineers: Sam Ashwell, Ben Gulvin, Andy Humphreys
Post Production: The Moving Picture Company
VFX Supervisor: Tom Harding
Colorist: Jean Clemnon
Post Production Producer: Ian Luxford
