JWT London & HSBC Celebrate Optimism and Progress with Charming New Campaign
The latest HSBC UK campaign created by J. Walter Thompson London demonstrates how HSBC’s products and services seamlessly enable progress, keeping its customers moving onwards with their lives.
The four specific offerings are: a one day mortgage approval service, Voice ID for telephone banking, Fast Balance (checking your balance without logging in on mobile) and personal loan top-ups available on your mobile.
The integrated campaign includes outdoor, press, social, digital and a TV spot – all dramatising the idea of progress by following individuals on their onwards journeys – such as a poster showing a man on a motor bike travelling across America with the line: “Broken engine this morning. Back on the road this afternoon”.
The 60 second TVC set in New Zealand, uses Kate Winslet as the VO artist, and demonstrates the bank’s new Voice ID technology. The plot is based on a heart-warming story of a young boy who is trying to gain access into a group of friends’ mysterious den. After a few unsuccessful attempts to provide the right password, he receives a text telling him to use just his voice to gain entry; and the secret den turns out to be even better than imagined.
Chris Pitt, HSBC UK Head of Marketing (Retail Banking and Wealth Management) said, “Whilst our audience is diverse in approach to their personal finances, HSBC aims to unite them by a common desire to progress, to be optimistic in the face of obstacles, and regardless of their circumstances, to keep moving forwards in their life.”
Russell Ramsey, J. Walter Thompson London Executive Creative Director, said, “We wanted to promote the new HSBC Voice ID technology through an analogy that speaks to access and acceptance. It's true to the international equity of the brand.”
Creative Agency: J. Walter Thompson, London
Executive Creative Director: Russell Ramsey
TV Producer: Charlotte Jude, (Assist) Edmund Thorn
Account Management: Eloise Liddell
Planning Director: Omar El Gammal
Print Producer: Chris Jones and Kell Lunam-Cowan
Producers: Anna Henderson
Social: Chas Bayfield & Dave Jenner
Senior Account Manager: Sophie Christiansen
Media Agency: Mindshare
Production Company: The Sweet Shop
Executive Producer: Spencer Dodd, Fiona King
Director: Louis Sutherland
DOP: Marty Williams
Producer: Anna Stuart
Editor: Simon Price
Post Production / VFX
Colourist: Mattiheu Toullet at MPC
VFX Supervisor: Alexander Gabucci at MPC
Producer: Tom Cole at MPC
Music Supervision: Native
Sound Design: Andy Humphries at 750mph
Category: Banking , Finance/insurance
Genre: People , Storytelling