HSBC Serious Play campaign from JWT London aims to capture the spirit of the Hong Kong Sevens
HSBC has unveiled a new campaign supporting the financial group’s co-title sponsorship of the 2013 Cathay Pacific/HSBC Hong Kong Sevens tournament, which takes place this weekend (22-24 March) at the Hong Kong Stadium.
For the tournament HSBC has minted 10,000 commemorative ‘Serious Play’ medallions available exclusively to fans in the HSBC 7s Villiage, the Serious side represents the world class 7s Rugby and the Play side represents the weekend’s carnival atmosphere.
“We are very proud to sponsor the Hong Kong Sevens – a headline event in our sponsorship calendar in our spiritual home. We want to show our support by celebrating the weekend with the people of Hong Kong. This year the campaign tells a remarkable story of our Serious Play commemorative medallion coming to life and for the lucky fans, a great memento from a superb weekend of rugby and celebration,” commented Andrea Newman, group head of marketing and advertising communications at HSBC.
The campaign, of the same name, was created by JWT London and focuses on the medallions opposing sides charting its fantastical creation in a secret underground Mint beneath the Hong Kong stadium. Rugby players create the Serious side first, with fans following to produce the Play side. As well as the ad that will be shown throughout the weekend in the Stadium, supporting outdoor sites, press and digital display activity will support the activity.
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