CATHAY PACIFIC - NOBODY DOES RUGBY SEVENS LIKE HONG KONG 2023
CHALLENGE
Hong Kong Rugby Sevens is one of the city’s largest annual events, but locals tend to be uninterested, seeing it as a disruptive party for ‘gwai los’ (westerners) only. How could Cathay, the main sponsor, make it so that everyone in the city wants to be a part of the occasion?
Hong Kong Rugby Sevens is one of the city’s largest annual events, but locals tend to be uninterested, seeing it as a disruptive party for ‘gwai los’ (westerners) only. How could Cathay, the main sponsor, make it so that everyone in the city wants to be a part of the occasion?
IDEA
To show that ‘Nobody Does Rugby Sevens like Hong Kong’, we breathed local culture into the global game. Since Hong Kong is Asia’s home to pop culture collectibles, we assembled a team of local craftsman to produce hyper-local designed collectibles, ‘Collectiballs,’ that combined the game of rugby with a distinct local flavour.
To show that ‘Nobody Does Rugby Sevens like Hong Kong’, we breathed local culture into the global game. Since Hong Kong is Asia’s home to pop culture collectibles, we assembled a team of local craftsman to produce hyper-local designed collectibles, ‘Collectiballs,’ that combined the game of rugby with a distinct local flavour.
RESULTS
There were over 2,000 Collectiballs collected within a week, which generated so much hype that all 100,000 event tickets sold out. Most importantly, 70% of the attendees were locals.
There were over 2,000 Collectiballs collected within a week, which generated so much hype that all 100,000 event tickets sold out. Most importantly, 70% of the attendees were locals.
