Nobody Does Rugby Sevens Like Hong Kong
2020 / Cathay Pacific
Creative Concept / Art Direction / Collectible Design
Challenge
As title sponsor, Cathay Pacific has spent a fortune making the HK Sevens a must-see event for rugby fans around the world. Ironically, in its home market, HK see it as irrelevant, something for tourists and westerners, and even a bit of a nuisance. How does Cathay Pacific get locals to engage, feel part of something they think is for others, and earn a little love for the brand along the way?
Solution
Present Hong Kong as the USP that defines the event. Show people that it’s their unique culture that sits at the heart of the Sevens and makes it such an international success.
Nobody Does Rugby7s Like Hong Kong 我玩法 我欖法
To keep the momentum with the success of 2019 campaign, this year, R7s players are also seen embracing the local culture & emerged in the city in order to make the most out. A new limited-edition series of CollectaBalls are created. Each incorporated an idiosyncratic aspect of Hong Kong into the design - from Flower Signage to TaiChi, Flying Chess to Minibus. Enjoy R7s in the HK way because Nobody Does Rugby 7s Like HK.
Social Video
“Collectaball” Designs
A new limited-edition series of CollectaBalls are created. Each incorporated an idiosyncratic aspect of Hong Kong into the design - from Flower Signage to TaiChi, Flying Chess to Minibus.
In-Stadium Video
Flight attendants dance around different iconic places in Hong Kong & bring joy & fun to local citizens.
Through significant beats of "Pulp Fiction" & repeated steps, Rugby fans in stadium could easily follow the moves & enjoy themselves during the event!
Credits
Agency
Leo Burnett HK
Chief Creative Officer
Carol Lam
Executive Creative Director
William Li
Associate Creative Director
Dave Ho / Keith Lam
Art Director
Venus Li
Video Production
RSA
Rugby Ball Photography Production
Raymond / Joe
Photographer
Ka On
Retouch & Rendering
Kim Ho