HSBC: A Living River [image] 2

Credits & Description:

Agency: J. Walter Thompson London, United Kingdom
Client: Hsbc
Product: Brand
Entrant: J. Walter Thompson London, United Kingdom
Title: A Living River
Product/Service: Brand
Idea Creation: J. Walter Thompson London, United Kingdom
Global Executive Creative Director: Axel Chaldecott (J. Walter Thompson London)
Global Executive Partner: Joseph Petyan (J. Walter Thompson London)
Head of JWT Live: Jonathan Terry (J. Walter Thompson London)
Board Event Director: Tom O'Donnell (J. Walter Thompson London)
Creative: Mia Silverman (J. Walter Thompson London)
creative: Sophie Browness (J. Walter Thompson London)
Business Director: Luke Kenny (J. Walter Thompson London)
Account Director: Tom Ring (J. Walter Thompson London)
Account Manager: Gemma Swinglehurst (J. Walter Thompson London)
Planner: Adam Lotz (J. Walter Thompson London)
Project Manager: William Anderson (J. Walter Thompson London)
Sound Designer: Nick Ryan (Freelance)
Sound Designer: Laurence Green (Freelance)
Sound Designer: Terence Lloren (Delta Sound)
Photographer: Sam Barker (Freelance)
Sound Designer: Davey Williamson (Delta Sound)
Producer: Yusi Cheng (Freelance)
The Campaign
Much of the work of the HSBC Water Programme has focused around five of the world’s most important water sources. One of the key areas was the Yangtze river in China where HSBC have been working with WWF for 15 years.
The Skybridge itself has never been used for advertising before. It’s a transitional space that 7m passengers pass through very quickly every year. Traditional forms of media would just not work in this environment the Skybridge required an innovative solution.
To dramatise the incredible diversity of the Yangzte River we wanted to allow passengers a chance to experience a complete journey along the river, from the First Bend of the Yangtze to the mouth in Shanghai through sound.
Creative Execution
The experience brings to life the entire length of the Yangtze River, from source to mouth. Travellers experience real sounds taken from over 100 hours of audio captured from 35 locations along the river so as you pass along the Skybridge, you pass along the length of the river through five zones, starting high in the mountains and gorges, dropping down to the plains, through cities and finishing in Shanghai. It’s a geographically dynamic journey.
The environments are superimposed in incredible realism through an Ovation media server which feeds ever-changing sounds to 160 speakers. The 1km installation is made possible by over 60,000m of speaker cable – the length of 584 football pitches.
The experience is controlled by a bespoke system and algorithm; it adapts to the time of the day, the movements and density of travellers and live weather data from the Yangtze using a real time data feed.
Over 7.2 million passengers cross the Skybridge each year, creating 14.4 million minutes of HSBC brand engagement. From a research sample taken post-launch, HSBC received the most spontaneous and prompted mentions. Nearly two-thirds of travellers across a broad demographic spectrum thought the installation was thought-provoking, and 84.5% of 18-24 year olds agreed that A Living River was innovative. Most importantly however, 7 out of 10 passengers agreed that “HSBC is committed to investing in the environment and communities”, making the installation extremely successful in changing the perception of the bank’s sustainability programme.
Passengers who experienced the sound installation were 3.5 times more likely to agree that HSBC is environmentally conscious, than those who had not.
HSBC is a brand synonymous with airport advertising and is one of the aviation industry’s biggest media buyers.
HSBC’s “A Living River” - a responsive sound installation - took a previously unused media site at London’s Gatwick Airport and turned it into into a 1km sonic brand experience – significantly advancing the brand’s traditional presence at the airport.
Insights, Strategy and the Idea
The Skybridge is a 300m elevated walkway taking passengers over planes as they taxi to the runway. Also, It’s airside, so passengers are either approaching their gate to board, or have just stepped off a plane: a transitional space allowing us to communicate with them immediately before or after their journey. An opportunity for reflection, contemplation or, in this case, a chance to take them somewhere else entirely.
By using sound, we not only worked with the confines of the environment but we encouraged a different type of interaction, one that demands attention and consideration, driving awareness of the scale and importance of the Water Programme.