HSBC: Together we thrive
Traditional HSBC campaigns have relied heavily on bold, photographic assets (see their airports campaign). But with the expansion of media platforms, this type of imagery often gets lost in the noise, so they would like to incorporate illustration and animation into their identity.
The objective was to life HSBC’s brand promise ‘Together we thrive’ through an illustration or animation led airport activation. These animations will be shown around airports to enhance the experience of travellers by bringing often dreary airport halls and walkways to life in ways that static imagery cannot. Animations will not just be repeated throughout the airport, rather, travellers will be taken on a journey as they make their way through the airport.
This was a group project and we have completed 2 sets of videos; the first set is 20 seconds long and will present data and information about HSBC's activities for each of the brands' five pillars of human prosperity. For the purpose of demonstration 3 pillars will be chosen. These longer videos will be visible at the beginning and end of a traveller's journey through the airport; on big screens at check-in, the departure area post-security, and luggage collection.
The second set of videos are solely motion graphics (the first set combines motion graphics with treated video). These videos will be shorter in length and feature satisfying animation that brings the data to life. They will appear when the user moves through the airport; for example in walkways between gates, travellators, and lounges.
Trade and Commerce
Sports
Water Programme
Trade and Commerce
HSBC serves over 1,250 Chinese holding-company groups in more than 50 markets globally. The BRI can promote the flow of businesses, ideas and people across participating countries. Transport infrastructure, on land and sea, helps companies to export goods faster and at a lower cost.
Water Programme
Partnered with Earthwatch, WaterAid and WWF plus local partners. It is aimed to provide and protect water sources, inform and educate communities in need, and enable people to prosper and drive economic development
Began as a five-year initiative running between 2012 and 2016, backed by USD100 million of support from HSBC. By the end of 2016, the partners had exceeded their original five-year targets.
Sports
In 2018 HSBC contributed USD105 million to charities and non-profit organisations running community projects around the world. Employees gave 264,000 hours to volunteer during working hours. HSBC has sponsored the World Rugby Sevens Series for over 20 years.
The bank has played a key role in securing the increased number of women’s Rugby. Sevens tournaments for 2020: 8 tournaments up from 6 in 2019, 6 of which will be joint with the men's tournaments.
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