Global banking giant HSBC and 160over90 have launched an integrated campaign for the Hong Kong Rugby Sevens tournament taking place April 17–19.
Building on the 2025 concept “LET’S SVNS THIS CITY,” the campaign features Hong Kong China rugby players Max Woodward, Salom Yiu, James Christie, Christy Cheng, plus Bryan Habana, dressing the city as super fans.
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A hero film and teasers are airing across broadcast, in-stadium, social, and DOOH.
There is also a music component developed with Asia-based music production company Syn, founded by Nick Wood and Simon Le Bon of Duran Duran, a Cantonese lyricist, and an 80s cantopop singer. The film features a Cantonese version of “We Built This City” by Starship.
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HSBC is also activating across the city, including dressing the Aqualuna junk in Victoria Harbour, sailing from 15–19 April, hospitality suites and the HSBC Premier Elite Hot Seat at the tournament, and bilingual English and Cantonese karaoke lyrics for audiences.
“For over 160 years we’ve been proud to call Hong Kong home,” said Andrea de Vincentiis, Global Head of Brand Partnerships & Regional Head of Brand, HSBC.
“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.”
“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),” said Katie Moore and Nicholas Sellars, Creative Directors, APAC for 160over90.
“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.”
“The Cathay/HSBC Hong Kong 7s is an important part of the Hong Kong cultural calendar,” said Gavin Hadley, SVP Asia Pacific for 160over90.
“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.”
Credits
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
