April 17 2026, 12:26 pm | BY Ricki Green | No Comments
Hong Kong’s famed Rugby Sevens tournament runs this weekend (17–19 April). Co-title sponsor HSBC and global marketing agency 160over90 have launched a fully-integrated campaign that evolves their 2025 concept “Let’s SVNS This City”, now featuring rugby star Bryan Habana.
Australian creative firepower is behind campaign, with expat duo Nicholas Sellars and Katie Moore leading the charge for agency 160over90. After honing their craft in Australia at Ogilvy, BMF, Host/Havas, Y&R and JWT, the pair moved to the US to work across major global brands, before returning to Sydney to lead the acclaimed Budget Direct work at 303MullenLowe, and now spearheading 160over90’s creative push across APAC from Hong Kong.
Says Moore and Sellars: “It’s not every day you get to partner with a brand like HSBC to kick off Hong Kong’s biggest sporting event (and party). So we grabbed the opportunity by the fake viking horns, going big and dressing up the iconic Hong Kong skyline and locally famous Aqualuna. After finding the perfect stadium anthem, we were lucky enough to work with sound studio Syn to reimagine the track in authentic Cantopop detail – Simmons toms, white noise, whip cracks and all.”
With Hong Kong and HSBC both synonymous with Rugby Sevens, the campaign is set to build on that unmatched equity, doubling down on what makes this partnership a unique part of the portfolio, as well as building off the high-energy carnival vibe, where elite sport meets fancy-dress celebrations, capturing Hong Kong’s spirit and energy.
The campaign stars Hong Kong China rugby players old-and-new, including Max Woodward, Salom Yiu, James Christie, Christy Cheng, plus Bryan Habana, dressing the city as super fans in excitement for the tournament.
Elements include a hero film and teasers, which are airing on broadcast, in-stadium, social and DOOH from 6-19 April.
VIEW THE FIRST TEASER
VIEW THE SECOND TEASER
VIEW THE THIRD TEASER
VIEW THE FOURTH TEASER
Partnering with Asia-based music production company, Syn (founded by Nick Wood and Simon Le Bon of Duran Duran), a Cantonese lyricist and an 80’s cantopop singer, the film’s celebratory music theme boasts feel-good nostalgia to the beat of “We Built This City”, by Starship. The Cantonese cover of the song channels the authentic culture of 80s cantopop, right down to the fine musical details of many hits Hong Kongers grew up with – including unexpected moments of English.
More widely, HSBC is ‘SVNS’ing the city, dressing up the iconic Aqualuna junk in Victoria Harbour, sailing 15-19 April, hospitality suites and the HSBC Premier Elite Hot Seat at the tournament and providing bilingual English and Cantonese karaoke lyrics for fans to sing along to whenever the ad plays.
Andrea de Vincentiis, Global Head of Brand Partnerships & Regional Head of Brand, HSBC, says: “For over 160 years we’ve been proud to call Hong Kong home. Supporting the Cathay/HSBC Hong Kong SVNS is a chance to show our commitment to the city and community that makes the tournament so great. This campaign celebrates all the people of Hong Kong, encouraging everyone to come together like they always do, as the tournament celebrates its 50th anniversary.”
Gavin Hadley, SVP Asia Pacific for 160over90, added: “The Cathay/HSBC Hong Kong 7s is an important part of the Hong Kong cultural calendar. As the city continues to attract a growing number of mega events, the campaign aims to reflect this momentum and the unique power of live events to bring people together. We are incredibly proud to work with HSBC in celebrating the tournament and the city itself.”
Client: HSBC
Brand Partnerships Marketing Manager, HSBC: Adam Webb
Global Head of Brand Partnerships & Regional Head of Brand, HSBC: Andrea de Vincentiis
Agency: 160over90
SVP Asia Pacific: Gavin Hadley
Director, Partnerships: Seb Page
Account Director, Partnerships: Harry Thorp
Senior Account Manager: Ella Dean
Account Manager, Partnerships: Zephy Chung
VP, Strategy: Domina Ball
Senior Strategist: Kaylis Cheng
Creative Director, APAC: Katie Moore
Creative Director, APAC: Nicholas Sellars
Senior Creatives: Paddy O’Mahoney, Rattiya Suphatanasilpa, Henry Kember, Tim Green
Design: Koen Arbouw, Alexander Glavatsky-Yeadon
Executive Producer: Honae MacNeill
Production Company: Austin Studio
Executive Producer: Celia Nicholas
Director: Tim Green
DOP: Grégoire Lière
Photographer: Owen Yu
Facilitation Company: Spur Link
Executive Producer: Pat Lui
Edit: The Editors/ Tim Mauger
Music Supervision: Trailer Media
Audio: Syn
Colourist: Yanni Kronenberg
VFX: White Chocolate
