D&AD Live Brief HSBC - Together we thrive

Commonly when we look at a bank advertising campaign, we may come across the negative thought that the only thing they are looking for is our money. Beyond seeing advertisements about loans, the perfect house with the perfect family and everything we could do with a good budget, I wondered how to attract a potential client in another way? What is a regular customer really looking for? I came to the conclusion that the most ideal thing would be for the bank to advertise about helping when we are about to go bankrupt or helping in our worst moments. Following the brief's instructions, I chose two of the values that HSBC encourages: support and sport. So I made a representation through illustrations of how a bank is a support when you literally feel like you are losing everything.