Stories of prosperity from across the globe will greet more than 900 million passengers travelling through the busiest airports this summ...
Stories of prosperity from across the globe will greet more than 900 million passengers travelling through the busiest airports this summer, with the new brand campaign from the world’s leading international bank.
HSBC’s new “Together we thrive” campaign is rolling out in five languages, across 17 airports in nine countries as the bank overhauls its iconic airport advertising for the first time in three years. HSBC has been advertising in the world’s leading airports since 2001.
With new creative featuring both global and local images, the campaign brings to life the bank’s role in connecting the world and helping customers and communities to thrive. At its heart is the bank’s signature hexagon, with 79 different versions featuring across the airports.
Each image uses the hexagon as a window into a thriving world, with local scenes bespoke to the cities and countries that HSBC serves; from the buzzing food scene of Hong Kong, to the innovative rooftop farming practices in New York and the community cycling initiatives across Britain.
From an initial longlist of 300 images, the hexagon visuals were chosen to reflect HSBC’s business priorities including trade, education, diversity and inclusion and sustainability.
The eye catching designs cover 1,500 air bridges and a huge 94 kilometeres of passenger walkways across both departure and arrival areas at major air transport hubs around the globe.
HSBC’s Group Head of Marketing, Leanne Cutts says: “As the world’s leading international bank, HSBC’s customers are truly global and nothing represents that more clearly than airports – the very places that connect people to opportunities. Our airport campaigns have caught the attention of millions of travellers across the world over the years and remind our customers that we are there to share their journeys with them. With global air traffic forecast to double to 14bn passengers per year by 2029, airports will continue to be a pivotal part of our marketing strategy.”
Speaking about the evolution of the brand’s iconic hexagon, Andrea Newman, Global Head of Brand at HSBC said: “The airports creative leverages the many different brand hexagons we have created around key themes that are important to our customers; such as sustainability, education, innovation and diversity and inclusion. The themes represent the global drivers and more local flavours of prosperity and the hexagons will be cropping up everywhere we have a presence, from airports to apps to stadium screens.”
Materials for the airport creative have been specially selected to be capable of enduring jet blast from aircraft engines, as well as the most extreme weather conditions – from a special adhesive used in Dubai to prevent artwork falling off walls in extreme heat, to a covering applied in Canada to stop materials from freezing and cracking in winter.
The Global Brand strategy and airports campaign was developed by Saatchi & Saatchi and utilises the new Brand identity developed with Turner Duckworth.
The campaign will appear in the following airports:
1. Hong Kong International
2. Shanghai Pudong
3. Singapore Changi
4. Dubai International
5. Paris Charles De Gaulle
6. Paris Orly
7. London Heathrow
8. London Gatwick
9. Toronto Pearson
10. Vancouver International
12. Montreal Pierre Elliott Trudeau
13. New York JFK
14. Los Angeles LAX
15. Sydney International
16. Melbourne International
17. Brisbane International
HSBC Holdings plc
HSBC Holdings plc, the parent company of the HSBC Group, is headquartered in London. The Group serves customers worldwide from around 3,900 offices in 67 countries and territories in Europe, Asia, North and Latin America, and the Middle East and North Africa. With assets of US$2,652bn at 31 March 2018, HSBC is one of the world’s largest banking and financial services organisations.
• Title: HSBC Global Airports Programme
• Client: HSBC
• Group Head of Marketing: Leanne Cutts
• Global Head of Marketing – Wealth Management & Brand Communications: Andrea Newman
• Head of Integrated Marketing Communications – Global Brand & Sponsorships: Hamish Goulding
• Senior Marketing Manager: Georgie Elston
• Creative Agency: Saatchi & Saatchi
• Global Chairwoman and Chief Creative Officer: Kate Stanners
• Creative Directors: Scott Bradley, Clinton Manson, Mark Norcutt, Gemma Phillips, Mark Slack
• Art Directors: Dana Lim, Harriet Ronn, Ben Wight, Wenya Wong, Fabiana Xavier, Ivan Yeow
• Copywriters: Caitlin Breeze, Barney Spiro
• Head of Design: Bruno Di Lucca
• Designers: Nathan Crawford, Doug Foreman, Victoria Draisey, Tomek Drozdowski, Chris Jones, Kris Miklos, Steve Tinkler, Mark Rix, Patrick Schofield
• Chairman and Chief Strategy Officer: Richard Huntington
• Planner: Charlie Brenninkmeijer
• Managing Partner: Barbara Waite
• Account Directors: Emily Bennett, Alexandra Buckland
• Account Managers: Michael Ferdenzi, Valerie Ho
• Account Executive: Iona Murray
• Project Managers: Richard Blaxill, Rupert Simmonds-Gooding
• Print Producers: Melissa Arthur, Denise Bayse
• Art Buyers: Morag Jones, Beverley Lagna, Rebecca McClelland
• Moving Image Production: Saatchi & Saatchi
• Executive Producer (Moving Image): Simone Maggi
• Artwork Production: Prodigious
• Photographer (Bees, Clean Water, Lightbulbs, Sea Containers, Smart Cities, Shoes): Dave Rowland
• Photographer (Velodrome, Badminton, Chinese New Year, Lido, Festival, Wimbledon): Paul Wesley Griggs
• Photographer (Grassroots Rugby, Women’s Golf): Nicky Loh
• Photographer (Urban Cycle, Parkour, Street Hockey): David Ryle
• Photographer (Dim Sum, Chilli Crab): Colin Campbell
• Photographer (Coffee): Matthieu Lavanchy
• Photographer (Hong Kong Food Truck): Michael Lee
• Photographer (Underprivileged Education): Sam Hicks
• Photographer (Ledger): Kevin Edwards
• Photographer (3D Printed Bike): Leon Chew
• Photographer (Bakery): Patricia Niven
• CGI (Bullion, Hollywood): Curious