J. Walter Thompson London London, United Kingdom Full Service

J. Walter Thompson London Creative Work

TitleThe Mint
Agency
Post Production
Campaign Serious Play-Hong Kong Sevens 2013
Advertiser HSBC
Brand HSBC
Date of First Broadcast/Publication
Business Sector Banking, Finance, Law & Insurance
LanguageEnglish
Tagline Serious Play
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. 

Media Type Web Film
Length
Media Agency
Production Company Curious Films Limited
Art Director
Copywriter
Director
Producer
Account Planner
Agency Producer
Account Manager
Media Planner
Editor
Colorist
Sound
Actor / Celebrity
Other
Other
Global Head of Advertising
Global Head of Sponsorship and Events
Senior Marketing Manager Brand and Sponsorship
Global Director
Global Creative Director

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