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J. Walter Thompson London Creative Work

Title "The Mint"
Agency J. Walter Thompson London
Post Production Glassworks
Campaign Serious Play-Hong Kong Sevens 2013
Advertiser HSBC
Brand HSBC
Date of First Broadcast/Publication 3/2013
Business Sector Banking, Finance, Law & Insurance
LanguageEnglish
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. 

Tagline Serious Play
Media Type Web Film
Length90 seconds
Media Agency Mindshare
Production Company Curious Films Limited
Art Director Simon Sworn
Copywriter Mr. Matt Chandler
Director Ash Bolland
Producer Abi Klimaszewska
Account Planner Mr. Orlando Hooper-Greenhill
Agency Producer Romila Sanassy
Account Manager Mr. Rollo Gwyn-Jones
Media Planner Sam Selleck
Editor Mr. James Rosen
Colorist Mr. Ben Rogers
Sound Dan Weinberg
Actor / Celebrity Mr. Duncan Horn
Others Helen Ball
Others Jon Park
Global Head of Advertising Ms. Andrea Newman
Global Head of Sponsorship and Events Giles Morgan
Senior Marketing Manager Brand and Sponsorship Hamish Goulding
Global Director Ms. Tanya Hamilton-Smith
Global Creative Director Mr. Axel Chaldecott

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