“While there are 10 HSBC World Rugby Seven Series events, there is only one Hong Kong.”
The Hong Kong Sevens sits at the top of the list of importance in the World Rugby Seven Series. Reputations are made, and nations compete from supremacy, at the Cathay Pacific / HSBC Hong Kong Sevens’ most prestigious event.
Saatchi & Saatchi’s job for client, HSBC, the official tournament co-sponsor with Cathay Pacific, is to provide the promotional support that underlines its status and builds anticipation for celebrates the event that is running this year from April 8 to 10.
The agency has created an inspirational animated film, set to a thumping rap beat, called The Descent.
The film was directed by Stephen McNally from Blink Ink and features lifelike characterisations of players including Tom Mitchell from the England RFU and Madison Hughes from the USA RFU. Other cameos include rugby legends, Brian O’Driscoll, Jason Robinson and George Gregan.
The 60 second film will launch in social channels this week with the hashtag, #bringyourgame, as well as owned, digital, outdoor and in stadium next week.
Hamish Goulding, senior marketing manager, HSBC, commented “The 2016 Cathay Pacific / HSBC Hong Kong Sevens returns as part of a bigger & better HSBC World Rugby Sevens World Series. With the game also on the Road to Rio in 2016, the sport is about to hit new heights and Hong Kong is the spiritual home of the sport. We are particularly excited to raise our game and draw on some new creative influences, from the use of animation to a beast of a soundtrack.”
Hugh Todd, Creative Director at Saatchi & Saatchi, London, added “The collaborative process between HSBC, Saatchi & Saatchi and Blink Ink has been second to none and resulted in a film which captures the true spirit of the Hong Kong Sevens.”
Advertising agency: Saatchi & Saatchi London
Chief creative officer: Kate Stanners
Creative director: Hugh Todd
Creatives: Harriet Ronn & Barney Spiro
Planner: Sam Wise
Managing partner: Charles Pym
Business leader: Katherine Grenville-Jones
Account director: Hannah Liu
Producer: Ally Dean
Production company: Blink Ink
Director: Stephen Mcnally
Executive producer: James Stevenson-Bretton
Producer: Benjamin Lole
Production managers: Alli Albion & Hugo Donkin
Character animation: Premise Entertainment
Post production company: Blink Ink Studio
Grade: Paul Harrison @ Finish
Audio post production company: Tony Rapacciolli @ Wave