HSBC captures the spirit of the Hong Kong Sevens with new Serious Play campaign
March 22, 2013
21/03/2013 HSBC captures the spirit of the Hong Kong Sevens with new Serious Play campaign 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. The film is set to the legendary party anthem Jump Around by House of Pain and features cameos from rugby legends Gavin Hastings and George Gregan. The Cathay Pacific / HSBC Hong Kong Sevens tournament is the flagship event in the HSBC Sevens World Series with 28 international teams set to take part in 2013. Andrea Newman, Group Head of Marketing & Advertising Communications at HSBC, said: “We are very proud to sponsor the Hong Kong Sevens – a headline event in our sponsorship calendar in our spiritual home. We want to show our support by celebrating the weekend with the people of Hong Kong. This year the campaign tells a remarkable story of our Serious Play commemorative medallion coming to life and for the lucky fans, a great memento from a superb weekend of rugby and celebration.” About: HSBC HSBC Holdings plc, the parent company of the HSBC Group, is headquartered in London. The Group serves customers worldwide from around 6,600 offices in 81 countries and territories in Europe, the Asia-Pacific region, North and Latin America, and the Middle East and North Africa. With assets of US$2,693bn at 31 December 2012, the HSBC Group is one of the world’s largest banking and financial services organisations. JWT JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to today, developing award-winning branded content. JWT embraces a WORLDMADE philosophy, making things inspired by the world through blending technological innovation with international imagination. JWT has forged deep relationships with clients including Bayer, Bloomberg, Brand USA, Diageo, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kimberly-Clark, Kraft, Macy’s, Mondelez, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone, Vonage and many others. JWT’s parent company is WPP (NASDAQ: WPPGY). For more information, please visit www.jwt.com and follow us @JWT_Worldwide.