ABOUT

HSBC and J. Walter Thompson tap into the aspirations of young consumers in a new global campaign designed to relaunch HSBC’s Advance bank account.

The campaign was developed around the insight that this audience has a strong entrepreneurial spirit, determination to succeed, and that their dreams are made possible because of their support networks of friends and family.

The TV spot at the heart of the campaign, “Pink Ladies”, tells the story of one such support network making the dreams of a young hairdresser come true.

The ad celebrates the people in our lives who inspire, motivate and encourage us to keep aiming higher.
It is supported by a through the line campaign, including a big push in social media. Documentary film content created to tell real stories of ambitions achieved with the help of a support network will live on an interactive content hub. At HSBCAdvance, users will be able to view the long form content, and create their own ‘thank you’ films to send to people who have helped them along the way.

The campaign also features photography shot by local photographers in key markets around the world, as well as crowd-sourced imagery demonstrating the power of support networks.