Cathay Pacific has launched three videos to promote the upcoming Hong Kong Sevens rugby tournament, showcasing a traditional Hong Kong touch.
Titled “Nobody Does Rugby Sevens Like Hong Kong”, the campaign by Leo Burnett aims to pay homage to the cultural textures of the city. In the three videos, players are gearing up for the tournament by playing mahjong, snacking on egg waffles, and sipping Iron Buddha tea rather than bantering or receiving physical therapy.
“With the new campaign, we wanted to refresh our traditional approach to the Hong Kong Sevens and more than ever appeal to the broader Hong Kong community,” said Edward Bell, general manager of brand, insights, marketing of Cathay Pacific.
According to Leo Burnett Hong Kong, the campaign will have a holistic series of digital, social and OOH activations across the globe to celebrate the tournament from March onwards. The extended campaign will be led by an integrated Publicis Groupe agency team comprising Leo Burnett, Digitas, MSL, and Luminous.
“Cathay Pacific represents the very best of Hong Kong and the creative idea places this at the heart of target audiences. The contrast of the rugby players’ masculinity and the little Hong Kong touches also dramatise the experience in a fun, memorable way,” concluded Carol Lam, president and chief creative officer of Leo Burnett Greater China.
Client: Cathay Pacific
Agency: Leo Burnett, Hong Kong
Chief Creative Officer: Carol Lam
Executive Creative Director & Art Director: Sonic Choy, William Li
Group Creative Director & Copywriter: Richard Tunbridge
Associate Creative Director & Copywriter: Jessie Fung
Production Company: Sweetshop Asia
Director: Nick Kelly
Producer: Catherine Law
Managing Director & Executive Producer: Laura Geagea
Online Post Production: Touches, Hong Kong
Post Prod Executive Producer: Dilys Tam
Audio: Click Music, Hong Kong