JWT London enlisted the incredibly talented director Paul Middleditch of Plaza Films to shoot the spots; featuring teams of cowboys, Roman centurions, Mexican wrestlers and army soldiers running rampage through the streets of Hong Kong in a furious game of rugby. The HSBC Hong Kong Sevens series kicks off March 23rd - 25th 2012.
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.
Annex's ‘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.
HSBC ‘Serious Play’ Credits List
Project name: Serious Play
Client and Job Title: Andrea Newman, Group Head of Advertising & Marketing at HSBC
Creative agency: JWT London
Global Creative Directors on HSBC: Axel Chaldecott and Daniel Hennessy
Art Director: Miles Bingham / Kevin Masters
Copy Writer: Kevin Masters / Miles Bingham
Agency Producer: Romila Sanassy
Agency Planner: Orlando Hooper-Greenhill
Account Director: Tanya Hamilton-Smith
Account Manager: Rollo Gwyn-Jones
Media agency: Mindshare
Director: Paul Middleditch
Production Company: Annex / Plaza Films
Editor: Andy Packer (Annex Films, London), Peter Whitmore (The Editors, Sydney)
Sound: Sam Ashwell (750MPH)
Music: ‘Lonely Boy’ - The Black Keys