Cathay's latest is a perfect seven
Created by Leo Burnett Hong Kong, this humourous film follows a downbeat man as he comes to realise that nothing will live up to his Rugby Sevens experience.
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Credits
powered by
- Agency Leo Burnett/Hong Kong
- Production Company Birth London
- Director Luisa Kracht
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Credits
powered by
- Agency Leo Burnett/Hong Kong
- Production Company Birth London
- Director Luisa Kracht
- Ad Agency Publicis/Hong Kong
- Chief Creative Officer Natalie Lam
- Head of Creative Jason Williams
- Executive Creative Director Christopher Lee
- Group Creative Director Halo Cheng
- Creative Director Miriam Yip
- Head of Art Marcin Brzezinski
- Producer Armelle Sudron
Credits
powered by
- Agency Leo Burnett/Hong Kong
- Production Company Birth London
- Director Luisa Kracht
- Ad Agency Publicis/Hong Kong
- Chief Creative Officer Natalie Lam
- Head of Creative Jason Williams
- Executive Creative Director Christopher Lee
- Group Creative Director Halo Cheng
- Creative Director Miriam Yip
- Head of Art Marcin Brzezinski
- Producer Armelle Sudron
Percentages might be out of a hundred, and pop quizzes out of ten, but for rugby fans there's only one scale that things can truly be measured in: sevens.
Documenting the life of Eric, who starts rating his everyday experiences and is shocked to realize that nothing lives up to the exhilaration he once felt at the Hong Kong Sevens, That's What We Call A Seven is a hilarious account of the thrill of egg-chasing.
Created by Leo Burnett Hong Kong and directed by BIRTH's Luisa Kracht, the mirthsome montage sees our morose hero fail to find the joy in food, drink or even Flying-V guitars as he remembers past joys.
“We loved the idea of playfully reminding people of how epic the Hong Kong Sevens is," explains Edward Bell, General Manager of Brand, Insights, Marketing at Cathay. "They're so epic, everything else in life, big or small, pales in comparison. From Cathay’s in-flight hospitality to the spectacle of the stadium and the tournament’s world-class rugby warriors, each element comes together to create a perfect score. Now that’s what we call a seven.”
Christopher Lee, Executive Creative Director at Publicis Groupe Hong Kong, adds: “It’s human nature to rate stuff, which gave us a funny thought: what if coming to Hong Kong to watch the Rugby Sevens could ruin all other experiences for you? If you ask us Hong Kongers, no other event can rival its greatness, it’s a perfect seven out of seven.”
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