The Hong Kong Sevens is the Super Bowl of Asia, attracting people from all over the world.
Cathay Pacific is its founding and co-title sponsor, and every year the brief is to highlight their involvement with the event – and to sell tickets!
Through-out the years we have consistently delivered on brief and objective to make the campaign a real stand-out, creating ad campaigns that set the benchmark for all remaining sponsors involved.
In 2011, we did it by turning real-world air-travel experiences into a winning rugby strategy, pitting real flight attendants against very real rugby players in a very entertaining manner. When your brand promise is to always go the extra mile, you do it with great personal service provided by staff who aren’t afraid to get dirty to get the job done. That campaign was so successful it was brought back by popular demand in 2012 under the theme "Bring It On".