Better Never Stops
Client
Hong Kong China Rugby
year
2025
role
Strategy, Creative, Live-action Production.
Project Description
Rugby in Hong Kong is more than a game; it’s a high-energy, fast-moving spectacle, and nowhere is that more evident than at the Hong Kong Sevens. But while the tournament is world-famous, the true essence of HKCR goes beyond just one weekend. This campaign set out to do something different.
In partnership with Castore, we reframed how HKCR is seen, stripping the sport back to its raw intensity, speed, and physicality. From the explosive, electric nature of Sevens to the grit and endurance of the 15s program, we put the men’s and women’s teams front and centre, highlighting the passion, precision, and power that define them.
With Hong Kong Sevens as the perfect stage, we leveraged its electric atmosphere to elevate HKCR’s presence, making it clear: this isn’t just a tournament, it’s a movement. The campaign seamlessly blends the Sevens' unpredictable excitement with the larger HKCR story, ensuring that both men’s and women’s teams get the spotlight they deserve.
Industry
Sport
What We Did
With the Hong Kong Sevens as the launchpad, this campaign was built for maximum impact across digital and live activations. Through high-energy visuals, athlete-led storytelling, and behind-the-scenes access, we bridged the gap between the tournament hype and the year-round journey of HKCR’s teams. We delivered content across social media, in-stadium displays, and athlete-driven narratives, ensuring Sevens fans didn’t just witness the action; they became part of the story.
CREDITS
