Heritage campaigns don’t always rivet attention but Omnicom Media Group Hong Kong ad its creative and content division, Fuse, have built HSBC’s campaign for its 160th anniversary inside a giant Rube Goldberg machine. The installation has been set up in the HSBC Main Building and is supported by a 30-second video that traces HSBC’s history.
OMG Hong Kong worked with local kinetic mechanism artist, Joseph Chan, to create the experience that describes HSBC’s 160-year journey. The journey begins with a ball rolling past the desk of founder, Thomas Sutherland, and the banks’ two famous lions, Stephen and Stitt, named after senior executives at the time.
The ball then travels past the hexagonal logo by Henry Steiner, followed by the lights illuminating the main building. The shipping services, HSBC’s foundational role in local and international trade, heavily reliant on ships for information transfer, come next, followed by the growth of HSBC represented through historical banknotes printed on a rotating ring track, then its chequebooks and credit cards. Vintage commercials play on a retro TV, leading to a screen showing the arrival of the banking app.
The journey concludes with PayMeow, the character from PayMe by HSBC, underscoring HSBC’s digital transformation, and a piano tribute to the composer of the HSBC theme song.
“Our vision is to integrate art into brand experiences. In this project, we draw inspiration from a Rube Goldberg machine, using it as a dynamic timeline to narrate HSBC’s rich history. This interactive installation invites audiences to explore its depths, revealing hidden details and fostering discovery. By engaging the senses and sparking curiosity, we transform observers into active participants in this immersive journey,” commented Chilai Howard, creative director of Fuse, Omnicom Media Group Hong Kong.
“This innovative installation is designed to transform archival elements into modern, interactive and dynamic exhibits that connect us with diverse customer segments. We are delighted to see Hongkongers visiting and capturing moments with the installation—exactly as we envisioned, enhancing their connection to our brand experience,” stated Cheuk Shum, head of marketing, wealth and personal banking, Hong Kong, HSBC.
In addition to the video and the Rube Goldberg Machine installation, Fuse has teamed up with HSBC to deliver three installations, including a time tunnel that takes visitors on a journey through HSBC’s illustrious history, showing key milestones and innovations that have defined the bank over the years and a giant birthday cake installation, the campaign’s festive centrepiece, symbolising HSBC’s 160th-anniversary celebration.
“We believe in the power of creativity to tell compelling stories, and these groundbreaking installations showcase HSBC’s past in a way that adds even more meaning to their present journey,” stated Natalie Yu, content & communication director, Omnicom Media Group Hong Kong.
Credits
Client: HSBC Hong Kong
Creative Agencies: FUSE | Omnicom Media Group & NNNNNNN
Group Creative Director: Chilai Howard
Content & Communication Director: Natalie Yu
Kinetic Artist: Joseph Chan
Spatial Design & Project Director: Ray Lam
Spatial Design Leads: Tia Wong & Hong Chin
Graphic Design Leads: Leo Choi, Nam Cheung & Sang Kwan
Content & Copywriting Leads: Nok Chong, Kelvin Yam & Eden Chan
Video Production: BLAHBLAHBLAH
Video Director: Kwokin
Video Producer: Kelly Cheuk
Director of Photography: Silas Chow
