See full credits on our blog
To celebrate HSBC’s co-title sponsorship of the 2012 Cathay Pacific / HSBC Hong Kong Sevens rugby tournament which takes place from 23-25 March, JWT London has created an integrated campaign spanning print, the web and the Hong Kong Stadium’s big screens.
The agency enlisted Annex Films’ Paul Middleditch to shoot the films that will be shown during the event, which is the showpiece of the HSBC Sevens World Series and the biggest event on Hong Kong’s sporting calendar. So popular are the Sevens that many locals put great effort into outlandish fancy dress for the occasion, something that JWT tapped into for the campaign by unleashing teams of cowboys, army soldiers and Roman centurions to rampage through the city in a furious game of rugby.
Middleditch was the perfect choice of director not only because of his track record for directing large-scale, epic ads such as Carlton Draught’s Big Ad, but also because of his passion for the sport. “As a Kiwi I love my rugby and I was extremely excited at the potential of injecting some of my love of the game into this commercial. It’s rare to have the opportunity to push things this far,” said Middleditch
Credits:
- JWT London
- AGENCY PRODUCER: Romila Sanassy
- COPYWRITER/ART DIRECTOR – Miles Bingham & Kevin Masters
- Creative Director: Daniel Henessey
- PRODUCTION co – Annex & Plaza Films
- DIRECTOR – Paul Middleditch
- JAM Lead VFX Sup: Mark Robinson
- Assist compositor: Andy Brown
- Telecine: Mark Horrobin
- EDITING – Peter Whitmore @ The Editors – & Andy Packer @ Annex Films
- MUSIC – The Black Keys: Lonely Boy