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 needs to show its customers why its international network was a superpower and why they should care.
Idea
There are crucial points of change during the process of innovation that define whether it will break through globally or be consigned to history. It is at these moments that the networks around us play a key role in success. We set out to tell the stories of these defining moments.
Execution
From smart cities in Doha to quantum technology in Hong Kong, 'Turning Point' shone a light on the unexpected connections and unconventional paths of the visionaries building the future. Utilising the full breadth of Bloomberg’s network, ‘Turning Point’ showed up across the app, website, social media and print, combining powerful short-form video with in-depth articles adding layers of depth.
