Cathay Pacific Rugby Sevens: Aussies

Advertising Agency: McCann Worldgroup Hong Kong
Creative Directors: Sylvester Song, Thierry Halbroth, Florence Lai
Art Director: Kit Yu
Copywriters: Don Ellis, Vivian Yong
Illustrator: George Cheung
Published: March 2009


NastyJester's picture
744 pencils

What a pointless campaign.

gluebrand's picture
119 pencils

I don't mind the campaign so much, I'd have liked to see the Kenyan training though!

Guest's picture

It's really good and i like the twist. Nooot!

Guest's picture

Gotta love a good racist campaign.

Guest's picture

Took the words right out of my mouth. Not only does this campaign include various pointless stereotypes (it's not necessarily racist since they're excluding or singling any one race out), it just doesn't provide any clear benefit. It's just a "let's do something clever and people will be interested/buy our product/come to our event" type of campaigns. Completely pointless, why would anyone who's not into rugby now want to watch it (because that's really what it's all about: converting non-rugby fans into rugby fans).

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