AGENCY
Carol Lam, Chief Creative Offier, Leo Burnett (Hong Kong)
Sonic Choy, Executive Creative Director, Leo Burnett (Hong Kong)
William Li, Executive Creative Director, Leo Burnett (Hong Kong)
Richard Tunbridge, Group Creative Director, Leo Burnett (Hong Kong)
Jessie Fung, Associate Creative Director, Leo Burnett (Hong Kong)
Victor Lam, Client Service Director, Leo Burnett (Hong Kong)
Jessica Lim, Group Brand Director, Leo Burnett (Hong Kong)
Antony Yiu, Managing Director, Digitas Hong Kong
Luminous MSL
Kelly Yeung, Client Engagement Director, Luminous MSL
MSL Hong Kong
Karina Cheng, Social Media Manager, MSL Hong Kong
SUMMARY
Whilst HK7s garnered huge support internationally and amongst the city’s expatriate community, the event and sport is not widely supported by Hongkongers. In order to make the campaign ownable by Hongkongers, we leveraged the unique living textures of the city and made the event and Hong Kong culture inseparable. ‘Nobody does Sevens like Hong Kong’ is an integrated campaign with three short films supported by digital, social and out-of-home activations, that highlights Cathay’s role in fusing the spirit of HK and Rugby7s to locals and visitors alike.
