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Cathay Pacific Hong Kong Sevens: Gai Dan Zai
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Leo Burnett Hong Kong has launched its first global Hong Kong Sevens campaign for Cathay Pacific, taking the airline’s marquee sponsorship to a new creative direction. The campaign, titled Nobody Does Rugby Sevens Like Hong Kong, pays homage to the distinctive cultural textures that make the Hong Kong Sevens a unique destination experience. Across three short films, viewers are invited into the locker rooms of rugby players gearing up for the tournament. Surprisingly, rather than banter or physical therapy, the players are found enjoying some of the city’s most loved rituals – engaging in an intense game of mahjong, sipping aromatic Iron Buddha tea and snacking on Gai Dan Zai egg waffles. These lighthearted scenes speak to Cathay Pacific’s role in bringing together the spirit of Hong Kong and rugby to the Sevens for both locals and visitors alike.
Account Management: Jessica Lim, Victor Lam Related
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