InnovativeWellness Promotion at a Citywide Sporting Event

TheBrief

Intheir third year as a principal sponsor of the iconic Hong Kong Sevens rugbytournament, Cigna sought to elevate their engagement with both fans and thebroader local community. To shake up their established "Converting Heartsand Minds" campaign, Cigna turned to Lime, a creative agency renowned forinjecting fresh ideas and vibrancy into established brand narratives.

Cigna’sprimary objective was to reinforce their message of holistic wellness—emphasizingnot just physical fitness, but also emotional well-being. They understood thatwhile the Sevens is a celebration of athletic prowess, it is equally an arenawhere energy, camaraderie, and city pride converge. Tapping into this uniqueatmosphere, the campaign aimed to make wellness approachable, relatable, andaspirational for everyone in attendance, extending its reach to the entire cityof Hong Kong.

Togive the campaign local resonance and authenticity, Cigna partnered withcelebrated Hong Kong rugby stars Salom Yiu Kam-Shing and Chong Ka-Yan. Theseathletes are admired not only for their sporting achievements but also fortheir dedication to healthy lifestyles and resilience under pressure. Theirinvolvement provided the campaign with credible faces who could speak firsthandto the importance of both physical and emotional wellness.