Lions embark on epic journey Down Under in new campaign

Lions embark on epic journey Down Under in new campaign

The London arm of creative agency JWT has launched a stunning new campaign to support HSBC’s sponsorship of the British and Irish Lions visit to Australia.

The 'Legendary Journey' campaign features Lions' legends past and present embarking on the epic journey by ship to Australia, and marks the 125th anniversary of the Lions first visit Down Under.    

Northern hemisphere rugby icons featured in the spot – set to air from 18 May in Australia and the UK – include Brian O’Driscoll, Jason Robinson, Willie John McBride and JPR Williams, all dressed in  19th century naval uniform as part of the recreation of that first journey. It also features Lions coach Warren Gatland and Australian legend George Gregan.

The TVC will be supported by an interactive online film.

The journey of the ship and its captain and crew will be mapped on HSBC’s Youtube channel, providing a unique digital experience that allows people to engage with each of the rugby legend’s own epic journey in their individual sporting histories.

Viewers will be offered the option to click on hotspots over the 90 minute version of the film to dive into more detailed content about the players, while press, Twitter, digital OOH and digital display will narrate the journey of the tour itself.

The HSBC YouTube experience launches from the 16th May, with legendary Celtic band the Pogues providing the soundtrack to the film.

Axel Chaldecott, global creative director at JWT London, said: “In this campaign we have married the legends and the rich heritage that makes the Lions so special with a nod towards the future talent of the game with our young cabin boy – in a sense balancing the future focus of the bank with the strong Lions culture.”

Earlier this year, Tourism Australia launched a new online campaign using a parody of the iconic and rousing speech by British and Irish Lions coach Jim Telfer.

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