{"id":579784,"date":"2026-04-02T02:16:08","date_gmt":"2026-04-02T02:16:08","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/579784\/"},"modified":"2026-04-02T02:16:08","modified_gmt":"2026-04-02T02:16:08","slug":"cathay-and-leo-hong-kongs-new-campaign-dials-up-the-chaos-for-hong-kong-rugby-sevens-campaign-brief-asia","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/579784\/","title":{"rendered":"Cathay and Leo Hong Kong\u2019s new campaign dials up the chaos for Hong Kong Rugby Sevens \u2013 Campaign Brief Asia"},"content":{"rendered":"<p>\t\t\t    April 2 2026, 8:42 am | BY Adam Shaw | <a href=\"#comments\">No Comments<\/a><\/p>\n<p>\t\t\t\t\t    \t\t<\/p>\n<p>\t\t\t\t\t    \tHong Kong doesn\u2019t do anything halfway, ever. The city has evolved from a quaint fishing village into a global financial powerhouse. From having no rugby at all, to being the heartbeat of the sport. Its energy, breathtaking pace, over-the-edge intensity \u2013 in Hong Kong, every day is game day. Cranked to the max.<\/p>\n<p>\u00a0<\/p>\n<p>This year, Cathay challenged Leo Hong Kong to build on its long-running \u201cNobody Does Rugby Like Hong Kong\u201d campaign, which in 2026 commemorates the tournament\u2019s 50th anniversary.<\/p>\n<p>The agency started by asking: do we Hong Kongers sometimes take things just a bit too far? And is this the secret sauce that transforms the Cathay\/HSBC Hong Kong Rugby Sevens from a mere sporting event into a cultural phenomenon unlike any other?<\/p>\n<p>\u201cWe didn\u2019t set out to make another rugby campaign, but to express a Hong Kong truth: the city doesn\u2019t just host the sport, it pushes it over the edge. Just like it does to everything and everyone who passes through it. At 3am on a Tuesday, the city is just hitting its stride. We wanted this campaign to behave the same way: fast, loud, and impossible to ignore. If it feels a little excessive, that\u2019s exactly the point,\u201d explains Jo\u00e3o Braga, Publicis Groupe Hong Kong\u2019s Global Executive Creative Director.<\/p>\n<p>The film stars a Hong Kong Sevens-obsessed coach, whose fiery pep talks stretch across the globe, mobilising players and fans alike to embrace the spirit of the tournament.<\/p>\n<p>\u201cCathay sponsored the very first Hong Kong Sevens tournament in 1976 and has been a travel partner and title sponsor ever since. For decades, our brand has helped to build Hong Kong\u2019s local rugby culture, while flying in overseas fans to experience what\u2019s become the biggest rugby party on the planet. \u2018Nobody Does Rugby Like Hong Kong\u2019 is as true as it ever was, but we\u2019ve taken it to new heights for the tournament\u2019s 50th anniversary,\u201d says Edward Bell, General Manager, Brand, Insights and Marketing Communications at Cathay.<\/p>\n<p>The campaign kicked off last December, when Cathay crashed the original home of rugby \u2013 Twickenham\u2019s iconic The Scrummery, a pub that\u2019s located close to Twickenham Rugby Stadium and is famous for its match-day parties. In a stealthy rebrand held during the Autumn Internationals series, The Scrummery was renamed \u2018The Hong Kong Scrummery\u2019, showing UK fans that Hong Kong doesn\u2019t just match their rugby passion, it takes it to the next level.<\/p>\n<\/p>\n<p>\t\t\t\t\t    \t\t<\/p>\n<p>With fan foot traffic reaching up to 50,000 during match days, Cathay took over every corner of the venue with Hong Kong Sevens energy. From coasters featuring QR codes unlocking early-bird discounts to boarding passes handed out to fans en route to the stadium, the activation successfully drove website traffic and package bookings.<\/p>\n<p>The Cathay\/HSBC Hong Kong Sevens returns from 17\u201319 April 2026 at the world-class Kai Tak Sports Park. As the event\u2019s co-title sponsor and Official Overseas Travel Partner, flight, ticket, and accommodation packages are now available at Cathay.com.<\/p>\n<p>Credits<br \/>Client: Cathay<br \/>General Manager, Brand, Insights and Marketing Communications: Edward Bell<br \/>Head of Marketing Communications: Vivian Chan<br \/>Marketing Manager, Events &amp; Sponsorship: Angel Wong<br \/>Marketing Lead, Events: Esther Guevara<br \/>Event Specialist: Adam Chow<br \/>Event Specialist: Rachael Ma<br \/>Event Specialist: Cosette Yeung<br \/>Agency: Leo Hong Kong<br \/>Chief Creative Officer: Christopher Lee<br \/>Global Executive Creative Director: Joao Braga<br \/>Creative Director: Soenar Santoso<br \/>Creative Director: Helen Yuen<br \/>Associate Creative Director: Sam Wong<br \/>Senior Art Director: Josephine Wong<br \/>Senior Art Director: Tish Sin<br \/>Senior Copywriter: Ethan Chu<br \/>Copywriter: Bernice Chin<br \/>Managing Partner: Dennis Yeung<br \/>Business Director: Carrie Chan<br \/>Associate Account Director: Macy Lui<br \/>Account Manager: Denise Leung<br \/>Senior Account Executive: Kelsey So<br \/>Head of TV Production: Annie Tong<br \/>Production: Holy Momma<br \/>Executive Producer: Desmond Loh<br \/>Director: Keith Anthony McCarthy<br \/>DOP: Gianpaolo Lupori<\/p>\n","protected":false},"excerpt":{"rendered":"April 2 2026, 8:42 am | BY Adam Shaw | No Comments Hong Kong doesn\u2019t do anything halfway,&hellip;\n","protected":false},"author":2,"featured_media":579785,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[567],"tags":[64,63,760,85],"class_list":["post-579784","post","type-post","status-publish","format-standard","has-post-thumbnail","category-rugby","tag-au","tag-australia","tag-rugby","tag-sports"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/579784","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=579784"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/579784\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/579785"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=579784"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=579784"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=579784"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}