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HSBC
Brand Campaign - Hear us going further/ Make your mark
Brief and Business Challenges:
Facing declining brand equity in differentiating its international network strengths, HSBC navigated a world shaken by unpredictable black swan events (from geopolitical shifts to extreme weather). Amid this, Hong Kongers felt the city had seen better days, leading to widespread uncertainty and a desire to weigh options elsewhere.
Idea:
Anchored initially by 'Hear us going further' and later evolving into 'Make your next move, Make your mark', the campaign positions HSBC as the definitive partner that hears the resilient, restless spirit of Hong Kong people, connecting their local ambition and everyday actions to global opportunities and far-reaching impact.
Film concept:
The commercial film is a dynamic, rhythm-driven promotional spot that captures Hong Kong's restless spirit from dawn to dusk. It builds an inspiring soundtrack by weaving together the unique, everyday sounds of the city—such as pedestrian crossing ticks, MTR door chimes, tram bells, and milk tea spoons—layered with international parallel moments to show how local actions echo globally.
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