HSBC highlights rugby sponsorship through ‘Serious Play’ with a twist

20 March, 2012


LONDON — HSBC has launched an integrated campaign to bring to life the financial group’s co-title sponsorship of the 2012 Cathay Pacific / HSBC Hong Kong Sevens tournament which takes place from 23-25 March 2012.

The ‘Serious Play’ films, created by advertising agency JWT London, aim to encapsulate the high levels of passion and commitment from both spectators and participants at the tournament.

‘Serious Play’ captures the popular trend of spectators wearing fancy dress at the tournament and the seriousness with which people take their costumes. It is also intended to represent the bank’s dedication to the growth of the game both at a professional and a grassroots level.
Numerous teams in costumes such as Cowboys, Centurions, Elves and Green Army men feature in high-tempo scenes that unravel across a variety of locations in Hong Kong. The films feature Sevens players from local Hong Kong rugby clubs, as well as stuntmen from around the world. Former England and British Lions player Jason Robinson and past Australia captain George Gregan also make cameo performances in the films.

As part of HSBC’s sponsorship the films will be broadcast within the Hong Kong Stadium during the tournament. Rugby fans can also watch the films on HSBC’s YouTube channel and also on Facebook.

The Cathay Pacific / HSBC Hong Kong Sevens tournament is the flagship event in the HSBC Sevens World Series with 24 international teams set to take part this year.

Andrea Newman, Group Head of Advertising & Marketing at HSBC, said: “Our Serious Play campaign represents for HSBC the seriousness of the sport and the fun of the tournament. Our sponsorship underlines our commitment to Hong Kong, which we have sought to demonstrate in our stadium films. We are thrilled the campaign integrates across media with print, Out of Home and online to compliment the films and hope the activity excites people around a tournament that we feel so passionate about being a part of.” 

For more information contact:
JWT London
Lucy Barrett
Tel: +44 (0)20 7656 7188

Joe Thomas
Tel: +44 (0)20 7656 7901

About HSBC
HSBC Holdings plc, the parent company of the HSBC Group, is headquartered in London. The Group serves customers worldwide from around 7,200 offices in over 80 countries and territories in Europe, the Asia-Pacific region, North and Latin America, the Middle East and North Africa. With assets of US$2,556bn at 31 December 2011, HSBC is one of the world's largest banking and financial services organisations.

About JWT
JWT is the world’s best known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues its dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning branded content for brands such as Smirnoff, Macy’s, Ford and HSBC.

JWT’s pioneering spirit enables the agency to forge deep relationships with clients including J&J, HSBC, Brand America, Bloomberg, Bayer, Cadbury, Diageo, DTC, Ford, Kellogg’s, Kimberly-Clark, Kraft, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone and many others. JWT’s parent company is WPP (NASDAQ: WPPGY).

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