HSBC: Together We Thrive, 2

Credits & Description:

Title: HSBC Global Airports Programme
Client: HSBC
Group Head of Marketing: Leanne Cutts
Global Head of Marketing – Wealth Management & Brand Communications: Andrea Newman
Head of Integrated Marketing Communications – Global Brand & Sponsorships: Hamish Goulding
Senior Marketing Manager: Georgie Elston
Creative Agency: Saatchi & Saatchi
Global Chairwoman and Chief Creative Officer: Kate Stanners
Creative Directors: Scott Bradley, Clinton Manson, Mark Norcutt, Gemma Phillips, Mark Slack
Art Directors: Dana Lim, Harriet Ronn, Ben Wight, Wenya Wong, Fabiana Xavier, Ivan Yeow
Copywriters: Caitlin Breeze, Barney Spiro
Head of Design: Bruno Di Lucca
Designers: Nathan Crawford, Doug Foreman, Victoria Draisey, Tomek Drozdowski, Chris Jones, Kris Miklos, Steve Tinkler, Mark Rix, Patrick Schofield
Chairman and Chief Strategy Officer: Richard Huntington
Planner: Charlie Brenninkmeijer
Managing Partner: Barbara Waite
Account Directors: Emily Bennett, Alexandra Buckland
Account Managers: Michael Ferdenzi, Valerie Ho
Account Executive: Iona Murray
Project Managers: Richard Blaxill, Rupert Simmonds-Gooding
Print Producers: Melissa Arthur, Denise Bayse
Art Buyers: Morag Jones, Beverley Lagna, Rebecca McClelland
Moving Image Production: Saatchi & Saatchi
Executive Producer (Moving Image): Simone Maggi
Artwork Production: Prodigious
Photographer (Bees, Clean Water, Lightbulbs, Sea Containers, Smart Cities, Shoes): Dave Rowland
Photographer (Velodrome, Badminton, Chinese New Year, Lido, Festival, Wimbledon): Paul Wesley Griggs
Photographer (Grassroots Rugby, Women’s Golf): Nicky Loh
Photographer (Urban Cycle, Parkour, Street Hockey): David Ryle
Photographer (Dim Sum, Chilli Crab): Colin Campbell
Photographer (Coffee): Matthieu Lavanchy
Photographer (Hong Kong Food Truck): Michael Lee
Photographer (Underprivileged Education): Sam Hicks
Photographer (Ledger): Kevin Edwards
Photographer (3D Printed Bike): Leon Chew
Photographer (Bakery): Patricia Niven
CGI (Bullion, Hollywood): Curious
Published: July 2018
Synopsis:
Stories of prosperity from across the globe will greet more than 900 million passengers travelling through the busiest airports this summer, with the new brand campaign from the world’s leading international bank.
HSBC’s new “Together we thrive” campaign is rolling out in five languages, across 17 airports in nine countries as the bank overhauls its iconic airport advertising for the first time in three years. HSBC has been advertising in the world’s leading airports since 2001.
With new creative featuring both global and local images, the campaign brings to life the bank’s role in connecting the world and helping customers and communities to thrive. At its heart is the bank’s signature hexagon, with 79 different versions featuring across the airports.
Each image uses the hexagon as a window into a thriving world, with local scenes bespoke to the cities and countries that HSBC serves; from the buzzing food scene of Hong Kong, to the innovative rooftop farming practices in New York and the community cycling initiatives across Britain.
From an initial longlist of 300 images, the hexagon visuals were chosen to reflect HSBC’s business priorities including trade, education, diversity and inclusion and sustainability.
The eye catching designs cover 1,500 air bridges and a huge 94 kilometeres of passenger walkways across both departure and arrival areas at major air transport hubs around the globe.
HSBC’s Group Head of Marketing, Leanne Cutts says: “As the world’s leading international bank, HSBC’s customers are truly global and nothing represents that more clearly than airports – the very places that connect people to opportunities. Our airport campaigns have caught the attention of millions of travellers across the world over the years and remind our customers that we are there to share their journeys with them. With global air traffic forecast to double to 14bn passengers per year by 2029, airports will continue to be a pivotal part of our marketing strategy.”
Speaking about the evolution of the brand’s iconic hexagon, Andrea Newman, Global Head of Brand at HSBC said: “The airports creative leverages the many different brand hexagons we have created around key themes that are important to our customers; such as sustainability, education, innovation and diversity and inclusion. The themes represent the global drivers and more local flavours of prosperity and the hexagons will be cropping up everywhere we have a presence, from airports to apps to stadium screens.”
Materials for the airport creative have been specially selected to be capable of enduring jet blast from aircraft engines, as well as the most extreme weather conditions – from a special adhesive used in Dubai to prevent artwork falling off walls in extreme heat, to a covering applied in Canada to stop materials from freezing and cracking in winter.