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.