HSBC launched a multi-channel campaign, created by JWT London, to mark celebrating 125 years since The British & Irish Lions first sailed to Australia. As Principal Partner for The British & Irish Lions 2013, HSBC has recreated that epic voyage, with Coach Warren Gatland, his crew of Lions Legends and a cabin boy aboard a ship on their own Legendary Journey.
The work shows some of the heroes of Rugby, including Brian O’Driscoll, Jason Robinson, Willie John McBride, JPR Williams and Gavin Hastings, in their naval costumes and playing their own roles on the ship’s voyage. Amid the rugby legends is a young cabin boy – cast from Rosslyn Park as part of the grassroots programme – he can be seen weaving between the action and representing how HSBC bring a future focus to the historic narrative of The Lions Tour. The Pogues set the soundtrack to the film, creating the rustic, naval rhythm and atmosphere of the journey at sea.
The journey of the ship and its Captain and crew was mapped on HSBC’s Youtube channel (which acts as a hub to the campaign) with a unique and pioneering digital experience that allows people to engage with each of the rugby legend’s own epic journey in their individual sporting histories. In tandem, press, twitter activity, Digital OOH and digital display narrate the journey of the Tour itself with reactive highs and lows being brought to life before and after each warm up and Test match game.