The Hong Kong Rugby Sevens
Cathay Pacific Airways
Cathay Pacific Airways
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.
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", and referenced in the 2013 campaign, "Always Game".
The South China Morning Post ranked "Game On" as the second best Sevens TV commercial of all time and "The Fun is Back" at number seven.
Consider the following as a 10-minute ad-break.
2011/2012 - Game On/Bring it On
2007 - Kung Fu Sevens
2009 - Get Ready for the Sevens
2013 - Always Game
2010 - The Fun is Back
