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Creative

JWT London & HSBC Celebrate Optimism and Progress with Charming New Campaign

The integrated campaign includes outdoor, press, social, digital and a TV spot produced by The Sweet Shop

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

TV Producer: Charlotte Jude, (Assist) Edmund Thorn

Social: Chas Bayfield & Dave Jenner

Senior Account Manager: Sophie Christiansen

Producers: Anna Henderson

Print Producer: Chris Jones and Kell Lunam-Cowan

Executive Creative Director: Russell Ramsey

Creative Director: Chas Bayfield & Dave Jenner

Creative Agency: J. Walter Thompson, London

Business Director : David Clyde

Planning Director: Omar El Gammal

Account Management: Eloise Liddell

Account Director: Patrick Netherton

Media Agency

Media Agency: Mindshare

Music and Sound

Sound Design: Andy Humphries at 750mph

Music Supervision: Native

Offline

Editor: Simon Price

Post Production / VFX

VFX Supervisor: Alexander Gabucci at MPC

Producer: Tom Cole at MPC

Colourist: Mattiheu Toullet at MPC

Production Company

Production Company: The Sweet Shop

Producers: Anna Stuart

Executive Producer: Spencer Dodd, Fiona King

DOP: Marty Williams

Director: Louis Sutherland

Category: Banking , Finance/insurance

Genre: People , Storytelling