At the beginning of the year, J.Walter Thompson London helped HSBC to keep the door open between Britain and the world with its global citizen campaign as Brexit simmered on the stove, ready to be activated with its Together We Thrive campaign.
This year, economic, societal and political uncertainty has taken over from the worry of Brexit. J. Walter Thompson’s new campaign for HSBC aims to help millennials Own the Unknown of their money and find more confidence as they make important financial choices. It supports the launch of a new new fintech challenger app, Connected Money, the first of its kind from a major retail bank that will offer a variety of features including Joined Up Banking which allows you to view your accounts from different banks together in one place, and Discover, which will track all spending by logging purchases across a range of categories and retailers.
Own The Unknown will run across all channels including digital, social, cinema, mobile, OOH, DOOH, press, retail, and TV.
The campaign is led by a 60 second hero film that will continue the creative and humorous approach of Together We Thrive.
https://youtu.be/H1NvJ6qdO0I
J.Walter Thompson London: HSBC keeps the door open between Britain and the world
This time presenter, Richard Ayoade, encourages its audience not to succumb to the negative bombardment of economic or world news, but to be optimistic through a series of challenging situations that millennial consumers might be faced with: whether that’s relying on support from the “bank of mum and dad, dad and dad, or mum and mum”, to demystifying their spending habits.
The media approach, developed by Mindshare, flips the convention of money in media, moving from delivering advice, to providing inspiration, from sitting comfortably in finance sections to appearing in everyday money moments. Launching in social and TV, the campaign also includes a number of 10 second films across VOD, TV, social which show the apps features in real life moments, as well as high impact OOH and Digital, which use keyword and location targeting to appear when money matters most for the audience. Finally, social and CRM analytics will be used throughout the digital channels of the campaign to monitor sentiment and customer journey through to the campaign website.
Mike Watson, creative director at J. Walter Thompson London, stated, “Creativity is a partnership between brand and agency. It’s great to be working with clients that understand, fight for, and help push brave ideas forward. Together we thrive indeed!”
Credits:
Creative agency: J. Walter Thompson London
Executive Creative Director: Lucas Peon
Global Executive Creative Director: Axel Chaldecott
Creative Director: Mike Watson
Creatives (AV): James Humphreys & Craig Hunt
Creatives (OOH/Digital/Social): Hugo Catraio & Alex Mendes
Global Business Director: Joseph Petyan
Account team: Patrick Netherton, Sophie Christiansen & Luke Thornton
TV Producers: Sonny Botero & Liberty Willison
Creative Producer: David Anthoney
Planners: Omar El-Gammal & Eleanor Metcalf
Production Company: Biscuit Filmworks
Director: Jeff Low
Producer: Sara Cummins
Director of Photography & Cinematographer: Magni Agustsson
Editors: Saam Hodivala & Jamie Hodgson @ Work Editors
Sound Engineers: Munzie Thind @ Grand Central Recording Studios
Colourists: Jean-Clément Soret @ MPC London
VFX Supervisor: Dan Lorenzini @ MPC London
Post Production Producer: Thomas Cole @ MPC London
Music Supervision: Sound Lounge Music Supervision
Client: HSBC UK
Head of Campaigns, RBWM Marketing: Sarah Mayall
Campaign Manager, RBWM Marketing: Rowena Williams
