This was a marathon couple of intense weeks crafting illusions on a soundstage, from recreating Wimbledon in a place where there was NOT Wimbledon, to murky oil slick circles of raindrops and a raining shower of Chinese food. Our task was to craft these environments, kinetic and powerful, moments frozen in time to contrast with each other.
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 rolled 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. Within the first six months of the launch, the ads were seen by 900 million passengers.
The campaign appears in the following airports:
1. Hong Kong International
2. Shanghai Pudong
3. Singapore Changi
4. Dubai International
5. Paris Charles De Gaulle
6. Paris Orly
7. London Heathrow
8. London Gatwick
9. Toronto Pearson
10. Vancouver International
12. Montreal Pierre Elliott Trudeau
13. New York JFK
14. Los Angeles LAX
15. Sydney International
16. Melbourne International
17. Brisbane International
CREATIVE AGENCY: Saatchi & Saatchi
PRODUCTION COMPANY: Tangerine Films
DESIGNERS: Nathan Crawford, Doug Foreman, Victoria Draisey, Tomek Drozdowski, Chris Jones, Kris Miklos, Steve Tinkler, Mark Rix, Patrick Schofield
PHOTOGRAPHER (Velodrome, Badminton, Chinese New Year, Lido, Festival, Wimbledon): Paul Wesley Griggs
DIRECTOR: Bluey Durrant
PRODUCER: Lindsay Garka
PRODUCTION MANAGER Momina Ali
PRODUCTION ART DIRECTOR: Blair Barnette
SET DECORATOR – Jerry Bland
ART DEPT ASSISTANT – Emma Fisher
ART DEPT ASSISTANT – Adam Sutcliffe
ART DEPT ASSISTANT - Emma Durtnall
CONSTRUCTION – Phillip Barber