Matthew Miller
Mar 26, 2014

Madcap rugby match breaks out in airport: Cathay's Rugby Sevens ad debuts

HONG KONG - Cathay Pacific has unveiled its annual ad in honour of this weekend's Rugby Sevens, along with prize opportunities for fans and a charity tie-in.

This year marks Cathay Pacific’s 32nd year as a sponsor of the Hong Kong Sevens. The TVC, by McCann Hong Kong, pits an unnamed rugby side against a crafty team of Cathay flight attendants in a lively battle that rolls through the Hong Kong International Airport.

'The party has arrived' campaign theme underscores that more than merely sponsoring the tournament, the airline plays an important role in making it happen by flying in players,
performers and visitors.

The campaign website offers consumers the chance to win prizes by taking selfies with a “HK7sBestFan” app, to guide the Cathay cabin crew through a series of virtual rugby drills and to learn about the campaign's charitable element—whereby proceeds from the sale of a series of miniature rugby balls benefit Operation Smile, an organisation that provides cleft-palate surgery for children.


Related Articles

Just Published

4 hours ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

4 hours ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

5 hours ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

5 hours ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.