HSBC Rugby Sevens
Intro
Developed a campaign identity inspired by movement and momentum to promote the return of the Rugby World Cup Sevens following the pandemic.
Year
/
2023
Agency
/
King St
Industry
/
Sports & Entertainment
The Challenge:
The tournament was returning for the first time since the pandemic and needed a campaign that captured the energy of Sevens rugby while working across a wide range of media and touchpoints.
The Idea:
Sevens rugby is defined by speed, unpredictability and constant movement. The creative concept centred on visualising that movement through a custom typographic system and graphic toolkit that could scale across the campaign.
The Outcome:
• Identity rolled out across outdoor, print and event collateral
• Created a flexible visual system for multiple campaign phases
• Delivered a cohesive campaign across diverse formats and audiences
Deliverables:
Campaign Identity
OOH
Direct Mail
Event Collateral
