Brief and Business Challenges:
Although HSBC leads in main bank customer share in Hong Kong, the public largely perceives it as a retail bank rather than a wealth leader. The business needed to increase wealth product penetration, shift focus from short-term product-centric tactics to long-term wealth building, and stand out in a cluttered marketing space.

Idea:
Wealth. See the larger picture, see it through. Position HSBC as a visionary expert partner that inspires people to look beyond immediate gains, make decisive long-term choices, and unlock their full wealth potential across every life stage.


Film concept:
The film stars Tony Leung to explore alternate life paths, contrasting a mundane role as an appliance store clerk with his actual trajectory as an acclaimed global actor. The narrative dramatises how looking ahead and seeing the larger picture creates true life and financial wealth, positioning HSBC as a visionary expert partner that inspires people to make decisive, long-term choices across every life stage.

Key visual:
The key visual execution adopts a cinematic, sophisticated tone. It features striking portraits and framing of Tony Leung seated in various distinct chair settings, interacting with each piece of furniture to metaphorically convey different mindsets of wealth and forward-thinking ambition.