Hong Kong culture meets rugby in a global campaign by Cathay Pacific to celebrate the airline’s marquee sponsorship of the Hong Kong Sevens rugby tournament.
The campaign, titled 'Nobody Does Rugby Sevens Like Hong Kong', pays homage to Hong Kong’s distinctive cultural traditions such as Gai Dan Zai egg waffles, Iron Buddha tea and mah-jong, as experienced by rugby players to showcase the unique experience of the Hong Kong Sevens.
The campaign, which was created by Leo Burnett Hong Kong, aims to highlight Cathay Pacific’s sponsorship role to a global audience.
Edward Bell, general manager of brand, insights, marketing at Cathay Pacific, said, “With the new campaign, we wanted to refresh our traditional approach to the Hong Kong Sevens and more than ever appeal to the broader Hong Kong community.”
Carol Lam, President and Chief Creative Officer of Leo Burnett Greater China, added, “Cathay Pacific represents the very best of Hong Kong and the creative idea places this at the heart of target audiences. The contrast of the rugby players’ masculinity and the little Hong Kong touches also dramatize the experience in a fun, memorable way. We are delighted to be part of Cathay Pacific’s storied relationship with the Sevens.”
The campaign incorporates digital, social and out-of-home activations and will be executed by an integrated Publicis Groupe agency team comprising Leo Burnett, Digitas, MSL, and Luminous.