Cathay and Leo Hong Kong have launched a campaign for the Hong Kong Rugby Sevens’ 50th anniversary, building on the long-running “Nobody Does Rugby Like Hong Kong” platform, this time asking whether Hong Kong’s habit of taking things too far is exactly what transforms the Sevens from a sporting event into a cultural phenomenon.
The agency asked whether Hong Kongers sometimes take things too far, and whether this transforms the Cathay/HSBC Hong Kong Rugby Sevens from a sporting event into a cultural phenomenon.
“Hong Kong doesn’t do anything halfway, ever. The city has evolved from a quaint fishing village into a global financial powerhouse,” the campaign noted.
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“From having no rugby at all, to being the heartbeat of the sport. Its energy, breathtaking pace, over-the-edge intensity – in Hong Kong, every day is game day. Cranked to the max.
“We didn’t set out to make another rugby campaign, but to express a Hong Kong truth: the city doesn’t just host the sport, it pushes it over the edge,” said João Braga, Publicis Groupe Hong Kong’s Global Executive Creative Director.
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“Just like it does to everything and everyone who passes through it. At 3 am on a Tuesday, the city is just hitting its stride. We wanted this campaign to behave the same way: fast, loud, and impossible to ignore. If it feels a little excessive, that’s exactly the point.”
The campaign began last December with an activation at Twickenham’s The Scrummery, a pub located close to Twickenham Rugby Stadium and known for match-day gatherings. During the Autumn Internationals series, the venue was renamed “The Hong Kong Scrummery.”
Cathay took over the venue, incorporating Hong Kong Sevens elements throughout. With fan foot traffic reaching up to 50,000 during match days, the activation included coasters featuring QR codes unlocking early-bird discounts and boarding passes handed out to fans en route to the stadium.
Activation Film
“Cathay sponsored the very first Hong Kong Sevens tournament in 1976 and has been a travel partner and title sponsor ever since,” said Edward Bell, General Manager, Brand, Insights and Marketing Communications at Cathay.
“For decades, our brand has helped to build Hong Kong’s local rugby culture, while flying in overseas fans to experience what’s become the biggest rugby party on the planet. ‘Nobody Does Rugby Like Hong Kong’ is as true as it ever was, but we’ve taken it to new heights for the tournament’s 50th anniversary.”
The Cathay/HSBC Hong Kong Sevens returns from 17–19 April 2026 at Kai Tak Sports Park.
Credits
Client: Cathay
General Manager, Brand, Insights and Marketing Communications: Edward Bell
Head of Marketing Communications: Vivian Chan
Marketing Manager, Events & Sponsorship: Angel Wong
Marketing Lead, Events: Esther Guevara
Event Specialist: Adam Chow
Event Specialist: Rachael Ma
Event Specialist: Cosette Yeung
Agency: Leo Hong Kong
Chief Creative Officer: Christopher Lee
Global Executive Creative Director: Joao Braga
Creative Director: Soenar Santoso
Creative Director: Helen Yuen
Associate Creative Director: Sam Wong
Senior Art Director: Josephine Wong
Senior Art Director: Tish Sin
Senior Copywriter: Ethan Chu
Copywriter: Bernice Chin
Managing Partner: Dennis Yeung
Business Director: Carrie Chan
Associate Account Director: Macy Lui
Account Manager: Denise Leung
Senior Account Executive: Kelsey So
Head of TV Production: Annie Tong
Production: Holy Momma
Executive Producer: Desmond Loh
Director: Keith Anthony McCarthy
DOP: Gianpaolo Lupori
