It takes 10 million gallons of oil, 10 million trees and 1 billion gallons of water to make one year’s supply of ATM receipts in the US. In Singapore, if 10 people printed receipts from its 1,400 ATM machines daily, 5 million would be printed every year. An estimated 98% of ATM receipts are discarded immediately.
ATM receipts are not environmentally friendly. They do not fit well into HSBC’s plan to reduce its carbon footprint to 0 by 2030 and to help all its clients achieve it by 2050.
So David Buenos Aires and HSBC have created an awareness campaign, Let’s Make The Planet Not Pay The Cost, which includes an animated commercial, modification of ATM screens and OOH made out of discarded tickets in Argentina.
“The bank´s plan involves actions that go from the reduction of its own carbon footprint to the support of small, medium and large clients in the financing of the projects for their own transition to a more sustainable economy. Every change count, no matter how big or small. In that sense, we wanted to work on a daily reality of ATM users which is the unnecessary ticket printing. If we print only when it’s necessary, we are saving valuable resources for all of us,” commented Nicolás Vara and Ignacio Flotta, executive creative directors, David Buenos Aires.
“In HSBC we are convinced that as a brand, we have a very important role to generate awareness over social relevant themes. With this campaign specifically, we are willing to generate awareness showing that with a small change in our daily habits, we can generate a responsible use of paper. This initiative is part of an overall plan that reflects our commitment with a more sustainable future,” added Julia Lois HSBC marketing head retail banking.
Credits
Client: HSBC
Client Team: Julia Lois, Veronica Groppa, Nicolas Limongelli,Nadia Lezcano, Carolina Scarampi, Victoria Tatti
Agency: DAVID Buenos Aires
Global CCO: Pancho Cassis
ECDs: Nicolas Vara & Ignacio Florra
CDs: Matias Paglieri & Gaston Duran
Copywriters: Sabrina Henry & Agustin Aiassa
Art Directors: Luiz Felipe Jaeger & Julian Tedesco
Head of Production: Jimena Oliva
Producer: Agustina Perez Ponce
Global COO: Sylvia Panico
Global PR Director: Sandra Azedo
Regional MD: Emanuel Abeijon
General Account Director: Justina Lioy Lupis
Account Supervisor: Eugenia Iglesias
Head of Strategy: Manolo Jofré
Strategy Director: Florencia Herrero
Strategist: Clara Noussan
Production Company: BITT
Director: Javier Lourenco
VFX Supervisor: Cristian Morales
Art Direction: Alvaro Ortega Bianchi
3D Lead: Federico Gómez Valdez
EP: Guadalupe Tellado
Heads of Production: Mariela Fabregas & Pilar Ramirez
Coordination: Mailén Gayoso
Animation 2D: Mutante TV
3D & Compositing: BITT
Sound FX: Bamba Music
Music: Leo Sujatovich
