The campaign activity, ranging from advertising to customer engagement, has all been created from the ‘Legendary Journeys’ idea. The work is set to run in the UK, Hong Kong and Australia and shows some of the heroes of Rugby, including Brian O’Driscoll, Jason Robinson, Willie John McBride, JPR Williams and Gavin Hastings, in their naval costumes and playing their own roles on the ship’s voyage. Amid the rugby legends is a young cabin boy – cast from Rosslyn Park as part of the grassroots programme - he can be seen weaving between the action and representing how HSBC bring a future focus to the historic narrative of The Lions Tour.

The journey of the ship and it’s Captain and crew is mapped on HSBC’s Youtube channel (which acts as a hub to the campaign) with a unique and pioneering digital experience that allows people to engage with each of the rugby legend’s own epic journey in their individual sporting histories. Viewers will be offered the option to click on hotspots over the 90” version of the film to dive into more detailed content about players, and as the Tour progresses, realtime exclusive content from our Lions Legends will also be streamed exclusively to the channel. In tandem, press, twitter activity, Digital OOH and digital display narrate the journey of the Tour itself with reactive highs and lows being brought to life before and after each warm up and Test match game.

The long form interactive film is accompanied by other film content in the form of 60” and 30” spots for UK TV, 15” and 5” idents for the Sky sponsorship package as well as bespoke in-flight copy and versions for HK stadium and Australian TV and stadium respectively.

The HSBC Youtube experience launches from the 16^th May preceded by a trailer running on UK TV and the remaining activity breaking alongside the dates of the Tour. It begins in HK on 1^st June where the Lions will play the Barbarians before moving on to Australia for the main Tour which includes 6 provincial matches and 3 tests.

The Pogues set the soundtrack to the film, creating the rustic, naval rhythm and atmosphere of the journey at sea.

Axel Chaldecott, Global Creative Director at JWT London said: “In this campaign we have married the legends and the rich heritage that makes the Lions so special with a nod towards the future talent of the game with our young cabin boy – in a sense balancing the future focus of the bank with the strong Lions culture.”

Andrea Newman, Global Head of Advertising and Marketing Communications said “Legendary Journeys as an idea encapsulates our role as Principal Partner of the British and Irish Lions in their anniversary year…the campaign that JWT have created brings to life the heritage and pride of the Lions Tour whilst celebrating the legendary journey that players, fans and anyone following the Tour will be immersed into.”.

Called ‘House Hunt’, the campaign uses the everyday situation of an estate agent showing a couple around their dream home, but the usual sales patter is replaced by descriptions with a violent undertone. The estate agent’s descriptions include: ‘Double-glazed so no-one will hear your screams’ and ‘be careful on these steep stairs, easy to fall down. Accidentally, of course.’

As the estate agent finishes showing the couple around the house and proceeds to lock the door, the copy ‘1 in 4 women will suffer abuse behind closed doors’ is shown on screen followed by ‘there is a way out’. The ad ends by showing how viewers can get in touch with NCDV.

The work airs for the first time in the UK on 13th March 2013 and will run for three weeks. It can also be viewed on the charity’s YouTube channel. The ad was directed by Steve Cope through the production company Rattling Stick.
NCDV was established to help survivors of domestic violence obtain protection against an abuser, as well as offering services to the police, probation service, domestic abuse agency workers, legal profession and judiciary.
It specialises in providing free, fast and effective legal support to survivors of domestic violence, usually by helping individuals obtain injunctions from their local county court. This free service is provided to everybody, regardless of their financial circumstances, sexual orientation, race, gender, age, or political or religious belief or otherwise.
Steve Connor, CEO of NCDV, said: “Rather than showing actual physical abuse or the impact of domestic violence this campaign provokes a stronger emotive response by forcing the viewer to imagine the scenes of violence being described.”

The TV campaign, which has been created by JWT London, airs for the first time on Wednesday 7^th November and shows a woman’s journey home for Christmas. The ad, called ‘Christmas Made Fabulous’, stars Designers at Debenhams newcomer Jenny Packham, alongside favourites Julien Macdonald and Henry Holland.

On Wednesday 7^th November the ad will be show at the end of Coronation Street on ITV, Grand Designs on Channel Four and during Dallas on Channel 5.

During the ad the audience shares in a series of Christmas moments such as party-goers celebrating on a balcony, a little girl dancing with her granddad and a man haplessly wrapping his gifts for his girlfriend on the train.

The ad builds on the brand’s successful ‘Life Made Fabulous’ TV campaign with the familiar sight of Designers at Debenhams working in their studios as the ad’s heroine peers through windows or passes by Henry’s, Julien’s and Jenny’s workshops.

Billie Piper of Belle du Jour fame remains the voice of the ad campaign; with the words ‘Wherever you are this Christmas, make it fabulous with Debenhams’ giving a festive twist to the familiar ‘Life Made Fabulous’ strapline.

Richard Cristofoli, Marketing Director at Debenhams, said: “It makes sense to launch a Christmas campaign with a recognisable brand identity established in the consumer mind-set. And that’s what we’ve done.

“The British public love a good Christmas ad, which is why we have been building up to this moment from the start of our ‘Life Made Fabulous’ brand campaign in 2011.

‘It’s about showing customers the quality items we have on offer and communicating our unique Designers at Debenhams concept while creating that all important festive feeling.”

The Debenhams’ Christmas TV campaign will be supported by strong print advertising, with the launch ads being Aurasma enabled. This allows readers to see the TV ad on their smartphone by scanning the print version in front of them.

As well online activity on Debenhams.com and Debenhams TV, the store has also created an online hub to encourage customers to share photos of their Christmas moments, whether it be finding the perfect present for a family member, drinking champagne at the Christmas party or a new recipe for the festive season. Each week the best submission will win a prize at www.christmasmadefabulous.com.

A strong social media campaign will also see Debenhams encouraging customers to share their favourite #christmasmoments on Twitter and Facebook.

Cristofoli added: “This is not just about putting an ad on TV – we want our customers and staff to share in the experience of getting excited about one of the best times of year.”

Created by JWT London, the activity ran ahead of Felix Baumgartner’s record-breaking skydive on 14th October from the edge of space.

Felix had been delayed on several occasions during the week due to the weather. As Felix and his team waited for the perfect conditions to carry out the skydive, Kit Kat sent up four fingers to the edge of space in a show of support and to keep spirits high.

The iconic four finger confectionery brand started its ascent from Cambridgeshire (UK) at 11:20am, rising to a height of 116490ft (35.5km / 22miles).

Camera footage, which tracked the Kit Kat’s ascent and descent, was shared via the brand’s social media channels. It was posted on the Kit Kat Facebook page (http://www.facebook.com/kitkat) and on Twitter (http://twitter.com/kitkat), where users were encouraged to use the hash tag #BreakFromGravity. The footage is also available on YouTube (http://youtu.be/jIhPDuvr3No).

Launching 4th June 2012, ‘Shopping Bags’ builds upon the 'It’s not for girls’ activity by launching a new UK positioning ‘Man Fuel for Man Stuff.’ It is the first time that ‘Man Fuel for Man Stuff’ has appeared in advertising.

The new campaign is born out of a simple observation that men feel like superheroes when overcoming the most mundane of tasks. In the TV ad a man is faced with carrying the shopping bags from his car to the house and attempts to carry everything in one go.

‘Shopping Bags’ was directed by Guy Manwaring through Sonny London, with post production handled by Finish. Media planning and buying is handled by Mindshare.

The £2m UK campaign, created by JWT London, will air for the first time on ITV on Thursday 3rd May and run until mid-August.

The ad, which uses claymation, features Levi Roots cooking up a BBQ in the back garden of a house in Brixton. Singing the “It’s so nice I had to name it twice” Reggae Reggae Sauce song, the tune that sealed the deal for him on Dragon’s Den, Levi splashes sauce onto sausages, kebabs and chicken drumsticks.

The ad was crafted at Aardman Animations over a three month period using 20 kg of clay. It took a dedicated team of six model makers four and a half weeks just to create Levi’s claymation character. Directed by Merlin Crossingham, it took a whole day to create just two seconds of filmed animation.

Levi has joined a select group of celebrities - Melvyn Bragg, Barry White, Peter Gabriel, Nina Simone and The Spice Girls – who have been immortalised in clay. But at 50 cm tall Levi’s model stands head and shoulders above them as one of the tallest claymations created by the award-winning animation studio.

The TV and cinema activity will be supported by an integrated campaign comprising PR, online amplification, in-store POS and sampling.

The ‘Serious Play’ films, created by advertising agency JWT London, aim to encapsulate the high levels of passion and commitment from both spectators and participants at the tournament.

‘Serious Play’ captures the popular trend of spectators wearing fancy dress at the tournament and the seriousness with which people take their costumes. It is also intended to represent the bank’s dedication to the growth of the game both at a professional and a grassroots level.

Numerous teams in costumes such as Cowboys, Centurions, Elves and Green Army men feature in high-tempo scenes that unravel across a variety of locations in Hong Kong. The films feature Sevens players from local Hong Kong rugby clubs, as well as stuntmen from around the world. Former England and British Lions player Jason Robinson and past Australia captain George Gregan also make cameo performances in the films.

As part of HSBC’s sponsorship the films will be broadcast within the Hong Kong Stadium during the tournament. Rugby fans can also watch the films on HSBC’s YouTube channel and also on Facebook.

The Cathay Pacific / HSBC Hong Kong Sevens tournament is the flagship event in the HSBC Sevens World Series with 24 international teams set to take part this year.