How to differentiate Rugby Sevens in Hong Kong from all the other Rugby Sevens events worldwide? Turn it into the Kung Fu Sevens. By taking a page from the martial arts history of Hong Kong, we used TV, print, OOH, and online to localize the game and make it uniquely identifiable with Chinese people who otherwise have no connection with this western game.Judges: the game in the launch page is inside the website. The link is just a shortcut.