| Title | SERIOUS PLAY |
| Brand | HSBC |
| Product / Service | HSBC |
| Entrant | JWT LONDON, UNITED KINGDOM |
| Entrant Company: | JWT LONDON, UNITED KINGDOM |
| Advertising Agency: | JWT LONDON, UNITED KINGDOM |
| Name | Company | Position |
|---|---|---|
| Chris Clark | HSBC | Group Head Of Marketing |
| Andrea Newman | HSBC | Group Head Of Advertising And Marketing Communications |
| Giles Morgan | HSBC | Group Head Of Sponsorship |
| Heather Link | HSBC | Head Of Campaign Management |
| Axel Chaldecott | JWT | Global Creative Director/Teamhsbc |
| Daniel Hennessy | JWT | Global Creative Director/Teamhsbc |
| Orlando Hooper-Greenhill | JWT | Chief Strategy Officer/Teamhsbc |
| Kevin Masters | JWT | Creative |
| Miles Bingham | JWT | Creative |
| Tanya Hamilton-Smith | JWT | Board Account Director |
| Rollo Gwyn-Jones | JWT | Account Manager |
| Stuart Heyburn | JWT | Head Of Project Management |
| Romila Sanassy | JWT | Producer |
| Paul Middleditch | Director | |
| Peter Whitemore | The Editors | Editor |
| Andy Packer | Annex Films | Editor |
| Sam Ashwell | 750mph | Sound |
| Rick Guest | Print Photographer | |
| Joe Petyan | JWT | Executive Partner |
| Lucy Barrett | JWT | Head Of PR |
Spread awareness of HSBC's sponsorship of the Hong Kong Sevens, and build the connection between the bank and city. Establish the bank as a passionate supporter of rugby, show the bank's ability to put on an atmospheric event, from build up to aftermath and celebrate its huge social and sporting importance to the Hong Kong community as well as rugby fans from all over the world. Get the crowd on their feet cheering.
The objective of creating excitement and awareness around the Hong Kong Sevens was evident in the qualitative response of the crowds. The film and story of Serious Play was picked up in numerous blogs, received thousands of tweets and Facebook shares, with close to 500,000 views on YouTube for the films. Pictures of the creative even featured in fan's personal YouTube videos as a memento of their 2012 Hong Kong Sevens' experience.
Serious Play reflected the build-up, climax and aftermath of the weekend. An outdoor takeover of the city, from airport to the daily commute, reached thousands of people, with the YouTube viral online for blogs and fans to share with their friends prior to the event. Throughout the weekend the films were shown on stadium screens to get the crowds cheering. On the final spot of the day an 'Aftermath' film was played to thank fans for their enthusiastic support and sympathise with them for the city-wide after effects of both hard-hitting competitive rugby and celebrations into the early morning.