ASIA-PACIFIC – HONG KONG, MARCH 25, 2011 – Cathay Pacific’s television commercial for this year’s Cathay Pacific/Credit Suisse Hong Kong Sevens features real flight attendants in a battle against very real rugby players. It was filmed over two and half days and nights in the rain and on the coldest days of the year – around 5°C.
“We were very pleased to collaborate with Nick Livesey at RSA Asia,” says Thierry Halbroth, executive creative director of McCann’s Cathay Pacific Central Team. “His action-movie experience really helped us bring the idea of this match alive while reinforcing the Cathay Pacific brand attribute of professional staff always willing to go the extra mile. We’re delighted with the outcome and believe the people will really enjoy it.”
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There are also print ads and online banners for the Sevens featuring a V‑shaped display of the flight attendants and rugby players.
Guinness Book: This year, we’re attempting to set a Guinness World Record for the world’s largest rugby ball. The giant rugby ball will be 3.2m tall, 4.8m long and 10m in diameter – over 15 times the size of a standard rugby ball.
And fans will be able to bid on the ball through our online charity auction on Facebook, and at the on-site auction at the Hong Kong Stadium. The winner of the auction will be presented with a certificate of ownership, plus the autographs of the rugby team captains. The winning bid amount will be donated to the Hong Kong Rugby Football Union Charitable Trust Fund.
People can also guess the highest bid for a chance to win tickets to the Hong Kong Sevens 2012! This event will close at 12pm on 27 March 2011.
The campaign also allows the general public to participate in the event and win free ts using the recently launched Facebook Places.
For more information, please visit www.facebook.com/cathaypacific
CREDITS
Agency: McCann Worldgroup – Cathay Pacific Central Team
Client: Cathay Pacific Airways
Executive Creative Director: Thierry Halbroth
Associate Creative Director: Anita Ng
Art Director: Kato Tsang
Head of English Copy: Don Ellis
Copywriter: Rick Kwan
Executive Producer: Ida Man
Assistant Producer: Chung Yau
Production House: RSA Asia
Director: Nick Livesey
Executive Producers: John Payne/Marco Leung
DOP: Siu Dee
Post Production: Digit Digit
Editor: Adrian Brady
Sound: Eric Lo
Music: Billy Idol “Rebel Yell” remixed by Schtung Music
Photography: Lewis Ho @ Studio Incline
Retouching: Bon Leung Limited
