Brief
HSBC faced a problem. The global footprint that had provided the cornerstone
of its communication for years had lost its meaning in a world that no longer saw globalisation as a de-facto positive. The bank needed to show its customers why its international network was a superpower and why they should care.
Idea
Knowing that our audience of internationalists believe in the value of being connected to different people and ideas, in an increasingly fractured world we had an opportunity to demonstrate how HSBC brings people together to solve challenges and fuel innovation in ways that they couldn’t do alone. The Exchange took the abstract and invisible idea of a network and showed it in action.
Execution
Taking creative talent from different disciplines to exchange ideas and solve real challenges, The Exchange demonstrated the power of HSBC's global network to connect people and create opportunities. Partnering with Conde Nast allowed us to reach our internationalist audience in a new way, showing up in an aspirational environment, whilst reaffirming our message of a premium, connected, international bank.
