Miserable Eric reaches for another Seven in new Cathay/HSBC Hong Kong Sevens campaign via Leo Burnett Hong Kong

As an official sponsor of the Cathay/HSBC Hong Kong Sevens, Cathay and Publicis Groupe Hong Kong have launched a campaign that’s designed to get people excited about this year’s event and Cathay’s attractive travel packages by showing that ‘Nobody Does Rugby Like Hong Kong’.

The launch film documents the life of Eric, who starts rating his everyday experiences and is shocked to realize that nothing lives up to the exhilaration he once felt at the Hong Kong Sevens – life hasn’t been the same ever since.

Edward Bell, General Manager of Brand, Insights, Marketing at Cathay, says: “We loved the idea of playfully reminding people of how epic the Hong Kong Sevens is – so epic, everything else in life, big or small, pales in comparison. From Cathay’s in-flight hospitality to the spectacle of the stadium and the tournament’s world-class rugby warriors, each element comes together to create a perfect score. Now that’s what we call a seven.”

Established in 1976, the Cathay/HSBC Hong Kong Sevens is one of Asia’s most popular annual sporting events, and the world’s first truly global rugby tournament. As this year’s co-title sponsor and Official Overseas Travel Partner, Cathay is committed to delivering a world-class rugby festival, enhancing the Sevens experience for fans around the globe by offering a suite of flight, ticket and accommodation packages.

Christopher Lee, Executive Creative Director at Publicis Groupe Hong Kong, said: “It’s human nature to rate stuff, which gave us a funny thought: what if coming to Hong Kong to watch the Rugby Sevens could ruin all other experiences for you? If you ask us Hong Kongers, no other event can rival its greatness, it’s a perfect 7 out of 7.”

With nail biting matches, the Cathay/HSBC Hong Kong Sevens is a costume-crazed, fun-filled spectacle and the city’s all-time favourite party, all rolled into one. Every year is bigger than the last.

Cathay is now expanding the campaign locally in Hong Kong with out-of-home advertising, social and in-stadium activations, and giveaways. The local activations transform the idea into an actual rating system, where people can rate the people, places or experiences that they feel also achieve a perfect ‘7’ by collecting and giving out Cathay’s series of collectible badges. Each badge is inspired by the most captivating aspects of Hong Kong and the Hong Kong Sevens.

The Cathay/HSBC Hong Kong Sevens 2024 takes place from 5-7th April at Hong Kong Stadium and is on track to achieve sell-out status, with around 40% of public tickets sold to international visitors so far. Cathay/HSBC Hong Kong Sevens is celebrating its 30-year anniversary at the iconic Hong Kong Stadium, before moving to Kai Tak Sports Park in the imminent future.

Credits
Client: Cathay
General Manager, Brand, Insights and Marketing Communications, Cathay: Edward Bell
Head of Marketing Communications, Cathay: Vivian Chan
Marketing Manager, Events, Cathay: Angel Wong
Assistant Marketing Manager, Events, Cathay: Esther Guevara
Agency: Leo Burnett Hong Kong
Chief Creative Officer, Publicis Groupe APAC: Natalie Lam
Head of Creative Excellence Publicis Groupe APAC: Jason Williams
Executive Creative Director, Leo Burnett HK: Christopher Lee
Group Creative Director, Leo Burnett HK: Halo Cheng
Creative Director, Leo Burnett HK: Miriam Yip
Head of Art, Leo Burnett HK: Marcin Brzezinski
Strategy Director, Leo Burnett HK: Garron Chiu
Managing Partner, Leo Burnett HK: Dennis Yeung
Group Account Director, Leo Burnett HK: Carrie Chan
Senior Account Manager, Leo Burnett HK: Esther Cheung
Senior Account Manager, Leo Burnett HK: Macy Lui
Account Executive, Leo Burnett HK: Zenia Leung
Account Executive, Leo Burnett HK: Prudence Wong
AV Editor, Leo Burnett HK: Belqis Hamid
Production
Producer: Armelle Sudron, Prodigious
Production House: BIRTH
Director: Luisa Kracht