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Locker room talk is all about mahjong and tea in new campaign for Cathay Pacific

Leo Burnett Hong Kong has created a campaign for Cathay Pacific, tying into its sponsorship of popular rugby tournament, Hong Kong Sevens.

The Nobody Does Rugby Like Hong Kong Sevens campaign features vignettes from the locker room. But instead of generic sporting stereotypes, we see players indulging in the some of the city’s best-loved rituals like debating the tea they are drinking and playing mah-jong.

Speaking about the campaign Cathay Pacific’s general manager of brand, insights and marketing Edward Bell said: “We wanted to refresh our traditional approach to the Hong Kong Sevens and more than ever appeal to the broader Hong Kong community.”

Leo Burnett’s president and chief creative officer for Greater China Carol Lam added, “Cathay Pacific represents the very best of Hong Kong and the creative idea places this at the heart of target audiences.

“The contrast of the rugby players’ masculinity and the little Hong Kong touches also dramatise the experience in a fun, memorable way.”

Besides the films, the campaign will include digital, social and out of home elements. Publicis Groupe agencies Leo Burnett, Digitas, MSL and Luminous have been involved with the campaign.

Credits:

Client: Cathay Pacific

Agency: Leo Burnett, Hong Kong

Chief creative officer: Carol Lam

Executive creative director and art Director: Sonic Choy, William Li

Group creative director and copywriter: Richard Turnbridge Associate

Creative director and copywriter: Jessie Fung

Agency producer: Anita Chan, Joyce Mok

Account management: Jessica Lim, Victor Lam

Production company: Sweetshop Asia

Director: Nick Kelly

Producer: Catherine Law

Managing director and executive producer: Laura Geagea

DOP: Patrick O’Sullivan

Art director: Sam Lukins

Editor: Ball Lai

Colourist: Chan Kwok Choi

Online post-production: Touches, Hong Kong

Post production executive producer: Dilys Tam

Audio: Click Music, Hong Kong

Music composer: Ken Chan

Sound engineer: Eric Lo

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