J. Walter Thompson London, London Follow Update

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HSBC - "The Mint" - J. Walter Thompson London

  • The Mint
  • HSBC
  • HSBC
  • J. Walter Thompson London
  • China
  • Serious Play-Hong Kong Sevens 2013
Product CategoryBanking, Finance, Law & Insurance
Date of First Broadcast/PublicationMarch 22, 2013
Media TypeWeb Film / Viral
Length90 Seconds
Media Agency Mindshare
Post Production Glassworks
Production Company Curious Films Limited
Art Director Simon Sworn
Copywriter Matt Chandler
Director Ash Bolland
Producer Abi Klimaszewska
Account Planner Orlando Hooper-Greenhill
Agency Producer Romila Sanassy
Account Manager Rollo Gwyn-Jones
Media Planner Sam Selleck
Editor James Rosen
Colorist Ben Rogers
Sound Dan Weinberg
Actor / Celebrity Duncan Horn
Others Helen Ball
Others Jon Park
Global Head of Advertising Andrea Newman
Global Head of Sponsorship and Events Giles Morgan
Senior Marketing Manager Brand and Sponsorship Hamish Goulding
Global Director Tanya Hamilton-Smith
Global Creative Director Axel Chaldecott
Serious Play


HSBC has launched a brand new Serious Play campaign to support 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.
This year, HSBC has minted a commemorative Serious Play medallion for the fans at the event – one of the biggest weekends in the Hong Kong calendar. The Serious side represents the world class 7s Rugby and the Play side represents the weekend’s legendary carnival atmosphere. HSBC has minted 10,000 of them and are exclusively available to fans in the HSBC 7s Village.
The campaign, created by JWT London, focuses on the two sides of the medallion. The official stadium film charts its fantastical creation in a secret underground Mint beneath the Hong Kong stadium. Rugby players create the Serious side and the fans produce the Play side. The film launches on YouTube first and will then be shown throughout the weekend in the Stadium. The campaign is amplified with high impact outdoor sites, press and digital display across key platforms.