J. Walter Thompson London

HSBC


The Legendary Journey

When the British and Irish Lions set about their 125th Anniversary Tour to Australia in 2013, we saw the chance to reimagine the historic Lions story and fire up the emotions of rugby fans.

'The Legendary Journey’ is a multi-platform sponsorship campaign celebrating the history and meaning of the historic Lions. Featuring some of Rugby’s most famous players both old and current.

The campaign sailed around the globe, appearing as film on TV and stadium screens, as print, digital, experiential, social content, competitions, games and employee engagement at HSBC branches. Nobody missed out on the celebration, which is probably why the campaign beat the likes of Adidas to win ‘Best Integrated Campaign’ at the 2014 BT Sports Industry Awards.

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