The 'Serious' side of the campaign represents the Sevens rugby event and the 'Play' side is the legendary carnival atmosphere during the weekend. This year, HSBC has minted 10,000 commemorative medallions, which are exclusively available to fans in the HSBC Sevens Village at the Hong Kong stadium.
A 90-second spot, created by JWT London, purports to show how the medallions were created—in a secret underground mint beneath the stadium.
The spot is set to the party anthem Jump Around by House of Pain and features cameos from rugby legends Gavin Hastings and George Gregan. It has been launched on YouTube, and will be shown throughout the tournament.
The campaign is amplified with outdoor ads at high-impact sites and on buses, as well as print and digital displays. The JWT Hong Kong office was responsible for developing the print elements.
The Cathay Pacific / HSBC Hong Kong Sevens tournament is the flagship event in the HSBC sponsorship calendar, according to Andrea Newman, group head of marketing and advertising communications at HSBC.
Last year's HSBC TVC for the event featured a spirited game of street rugby.
Project name: ‘Serious / Play’ - Hong Kong Sevens 2013
Client and Job Title:
Andrea Newman (Global Head of Advertising),
Giles Morgan (Global Head of Sponsorship and Events)
Hamish Goulding (Senior Marketing Manager Brand and Sponsorship)
Brief: Create a campaign for the Hong Kong Sevens that engages fans whilst communicating the brand.
Creative agency: JWT
Global Creative Director on HSBC: Axel Chaldecott
Art Director: Simon Sworn
Copy Writer: Matt Chandler
TV Producer: Romila Sanassy
Assistant TV Producer: Helen Ball
Planner (creative agency): Orlando Hooper-Greenhill
Global Director: Tanya Hamilton-Smith
Account Manager: Rollo Gwyn-Jones
Media agency: Mindshare
Media planner: Sam Selleck
Director: Ash Bolland
Production Company: Curious Films
Editor: James Rosen at Final Cut London
Sound: Dan Weinberg at Greek Street Studios
Exposure: Hong Kong Sevens Stadium 22-24 March, outdoor, online