Client: JWT London for HSBC
Project: HSBC Hong Kong Rugby 7s Medal Design
Credits: Modelling: John Bergdahl, video production: Curious Pictures, imagery courtesy of JWT
HSBC recently launched a Serious Play campaign to support the financial group’s co-title sponsorship of the 2013 Hong Kong Sevens tournament.
The campaign, created by JWT London, centres around a medal with two sides – Serious and Play. Were asked by JWT to design this medal for the fans at the event – one of the biggest weekends in the Hong Kong calendar.
10,000 medals were minted and were exclusively available to fans in the HSBC Sevens Village. Using the medal, fans could participate in a mixture of games and activities in and around the Village as well as gain VIP access to certain venues.
One side of the medal represents the Serious aspects of the tournament and features a crest motif – rugby players flank a shield adorned with a Chinese dragon and containing emblems representing the games and their Hong Kong location. The other side represents the Play aspects of the tournament, and features seven characters in fancy dress, synonymous with the carnival atmosphere of the competition. The shape of the medal echoes that of traditional Hong Kong coinage.
The official stadium film charts the fantastical creation of the medal in a secret underground mint beneath the Hong Kong stadium. Rugby players create the Serious side and the fans produce the Play side. The film is set to the legendary party anthem Jump Around by House of Pain and features cameos from rugby legends Gavin Hastings and George Gregan.
The project collected the Silver Award at the Campaign Big Awards and a Bronze Lion at Cannes Media Lions.