|Agency||J. Walter Thompson London|
|Campaign||Serious Play-Hong Kong Sevens 2013|
|Date of First Broadcast/Publication|
|Business Sector||Banking, Finance, Law & Insurance|
|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|
|Art Director||Simon Sworn|
|Global Creative Director||Axel Chaldecott|
|Global Director||Tanya Hamilton-Smith|
|Senior Marketing Manager Brand and Sponsorship||Hamish Goulding|
|Global Head of Sponsorship and Events||Giles Morgan|
|Global Head of Advertising||Andrea Newman|
|Agency Producer||Romila Sanassy|
|Actor / Celebrity||Duncan Horn|
|Production Company||Curious Films Limited|
|Media Planner||Sam Selleck|
|Account Manager||Rollo Gwyn-Jones|
|Account Planner||Orlando Hooper-Greenhill|
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