HSBC UK Global Citizen TV ad
To introduce HSBC’s new brand promise ‘Together we thrive’ in the UK, J. Walter Thompson London launched a new campaign that celebrates the bank’s open looking ethos, and made it locally relevant by showcasing HSBC UK’s ongoing commitment to helping people, businesses and communities in the UK to prosper. The activity launched with a 60” film called ‘Global Citizen’ that stars the travel man himself, Richard Ayoade, as he highlights the cosmopolitan aspects of everyday life in the UK, from enjoying piping hot Costa Rican coffees to struggling with Swedish flat-pack furniture and worshipping international football heroes. On closer inspection you’ll see that the ad is liberally peppered with visual references to countries from around the world – a homage to how the bank has been connecting the world through trade for 152 years. The campaign also includes 10 second TV, print, outdoor, social and digital executions that further promote HSBC UK’s desire to help people prosper by highlighting its partnerships with The Princes Trust (helping young people into education and business), its £10bn Small Business Fund to help SMEs, and its sponsorship of British Cycling (with the aim of getting 2 million extra people cycling).