JWT London, London 
- 1 Knightsbridge Green
- London SW1X 7NX
- United Kingdom
- Phone: 020 7656 7000
- Fax: 020 7656 7010
- Country Phone Code: 44
- Website: www.jwt.co.uk
- Email: [email protected]
HSBC - “The Mint”
HSBC| Title | The Mint |
| Tagline | Serious Play |
| Agency | JWT London |
| Advertiser | HSBC |
| Brand | HSBC |
| Product Category | Banking, Finance, Law & Insurance |
| Campaign Name | Serious Play-Hong Kong Sevens 2013 |
| Country of Production | China |
| Language | English |
| Date of First Broadcast/Publication | March 22, 2013 |
| Media Type | Web Film / Viral |
| Length | 90 Seconds |
| Media Agency | Mindshare |
| 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 |
| Production Company | Curious Films Limited |
| Post Production | Glassworks |
Story
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.