Passionate fans. Outrageous costumes. Family fun.
HSBC Sydney Sevens - where the world comes to get their game on.



Services: Strategy \ Creative \ Media \ Digital \ Website \ Social \ TV


HSBC Sydney 7s

For those who haven’t experienced a Rugby 7s game, you are missing out! Not only is the game fast paced and easy to watch, but you are guaranteed FUN!

Our creative strategy for this campaign was to take a sport and make it an experience not to be missed. The logo has been redesigned and new look and feel developed. The “Get your game on” campaign, promotes the 7s tournament over the Australia Day weekend in January 2018. 


To mirror the game day experience, this campaign is so much fun that even the players were dancing to our custom track. In addition to the 30 second TVC, 15 second pre-roll was produced for digital channels. 

We couldn’t rebrand the tournament without giving it a new home online - the website is live and offers detailed event info, a countdown, packages, maps, teams, the works!

Supported by Destination NSW, our hero creative has been featured through OOH media and placed in Canberra, Melbourne, Brisbane and the Gold Coast.

Our 7s media strategy is a combo of SEM, custom audience targeting, social, and a partnership with local content creators TippyTappy Sports, planned around driving mass reach and awareness. A more aggressive ticket purchase is pushed via online video, SEM, Social, digital radio, custom content partnerships and TV in order to make the Sydney 7s the place to be in January 2018!


An event app was developed, offering maps, schedules, fun social media integration and Spotify playlists.

The affiliation with creators TippyTappy Sports increases relevance and creates a turbocharged, fun, social conversation amongst a new generation of audiences.