Title | The Mint |
Agency | J. Walter Thompson London |
Campaign | Serious Play-Hong Kong Sevens 2013 |
Advertiser | HSBC |
Brand | HSBC |
Date of First Broadcast/Publication | 2013 / 3 |
Business Sector | Banking, Finance, Law & Insurance |
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 | |
Post Production | Glassworks |
Art Director | Simon Sworn |
Copywriter | Matt Chandler |
Other | Helen Ball |
Account Planner | Orlando Hooper-Greenhill |
Account Manager | Rollo Gwyn-Jones |
Media Agency | Mindshare |
Media Planner | Sam Selleck |
Director | Ash Bolland |
Production Company | Curious Films Limited |
Sound | Dan Weinberg |
Actor / Celebrity | Duncan Horn |
Other | Jon Park |
Colorist | Ben Rogers |
Producer | Abi Klimaszewska |
Agency Producer | Romila Sanassy |
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 |
Editor | James Rosen |