Hong Kong – As co-title sponsor of the Rugby Sevens tournament, HSBC, alongside global marketing agency 160over90, has launched a fully integrated campaign that builds on its 2025 “LET’S SVNS THIS CITY” platform, now featuring rugby star Bryan Habana.
The latest iteration extends the platform across multiple touchpoints, centring on the tournament’s long-standing association with the city’s festive atmosphere, where sport and fan culture intersect. It highlights Hong Kong’s identity as a key host of the Rugby Sevens while reinforcing HSBC’s ongoing involvement in the event.
The campaign features Hong Kong, China, rugby players past and present, including Max Woodward, Salom Yiu, James Christie, and Christy Cheng, alongside Bryan Habana. A hero film and a series of teasers were rolled out across broadcast, in-stadium placements, social platforms, and digital out-of-home channels from 6 to 19 April.
The film is accompanied by a Cantonese-language adaptation of “We Built This City” by Starship, produced in collaboration with Asia-based music production company Syn, a Cantonese lyricist, and an ’80s cantopop singer. The track draws on stylistic elements associated with the era, reflecting the influence of cantopop in Hong Kong’s cultural landscape.
Katie Moore and Nicholas Sellars, Creative Directors, APAC, for 160over90, commented, “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). So we grabbed the opportunity by the fake Viking horns, going big and dressing up the iconic Hong Kong skyline and the 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,” they added.
Meanwhile, Gavin Hadley, SVP Asia Pacific for 160over90, shared, “The Cathay/HSBC Hong Kong 7s is an important part of the Hong Kong cultural calendar. 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.”
Beyond film, the campaign extends into on-ground activations across the city. These include branding the Aqualuna junk boat in Victoria Harbour from 15 to 19 April, as well as integrations within hospitality suites and the HSBC Premier Elite Hot Seat at the tournament. Bilingual English and Cantonese karaoke-style lyrics were also incorporated into campaign materials to encourage audience participation.
Andrea de Vincentiis, Global Head of Brand Partnerships & Regional Head of Brand at HSBC, said, “For over 160 years we’ve been proud to call Hong Kong home. 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.”