HSBC - Future Thread - D&AD New Blood Awards 2020
The challenge was to bring to life HSBC’s brand promise ‘Together we thrive’ through an illustration or animation led airport campaign.
HSBC’s brand purpose is to advance prosperity by serving today, tomorrow and into the future.
In order to serve tomrrow and the future, one must serve the children of today.
Inspired by seeing HSBC like red triangles in children's drawings of houses, my idea is for HSBC to fullfill both their brand promise, and their brand values of being 'Open, Dependable, and Connected', by giving children the oppurtunity to illustrate HSBC's brand promise of 'Together we thrive'.
The drawings are connected by the red 'Future Thread', which will run up and across the walls and floor of the aiport, linking the all of the drawings together.