Game on for Cathay Pacific at Rugby Sevens
As co-title sponsor of the Hong Kong Sevens, Cathay Pacific is proud to bring the best rugby players the Sevens have to offer to create Hong Kong’s biggest event and one of the world’s best tournaments. To promote Cathay Pacific’s involvement McCann Worldgroup, Hong Kong created this commercial.
The commercial for the Cathay Pacific/Credit Suisse Hong Kong Sevens features real flight attendants in a battle against very real rugby players. It was filmed over two and half days and nights in the rain and on the coldest days of the year – around 5°C.
“We were very pleased to collaborate with Nick Livesey at RSA Asia,” says Thierry Halbroth, executive creative director of McCann’s Cathay Pacific Central Team. “His action-movie experience really helped us bring the idea of this match alive while reinforcing the Cathay Pacific brand attribute of professional staff always willing to go the extra mile. We’re delighted with the outcome and believe the people will really enjoy it.”
This year, McCann is attempting to set a Guinness World Record for the world’s largest rugby ball. The giant rugby ball will be 3.2m tall, 4.8m long and 10m in diameter – over 15 times the size of a standard rugby ball.
And fans will be able to bid on the ball through our online charity auction on Facebook, and at the on-site auction at the Hong Kong Stadium. The winner of the auction will be presented with a certificate of ownership, plus the autographs of the rugby team captains. The winning bid amount will be donated to the Hong Kong Rugby Football Union Charitable Trust Fund.
People can also guess the highest bid for a chance to win tickets to the Hong Kong Sevens 2012. This event will close at 12pm on 27 March 2011. The campaign also allows the general public to participate in the event and win free gifts using the recently launched Facebook Places.