HSBC - Unity in Sport
HSBC 'Together We Thrive' is a campaign highlighting HSBC's brand promise in the airport setting where people from all over the world become the audience. I decided to highlight the concept of thriving together in sport, in particular, badminton.
Inspired by HSBC's vision to make badminton that is notably more popular in Asia, into a global sport. Sport is one of HSBC's brand values, that is often linked with the power to unite: people, countries, and the world.
It communicates the feeling of excitement, thrill, and hopes that are synonymous with the tone of voice in an airport.
From a professional level player to a boy holding his first racquet
From a junior player in training to a fellow with broken racquet
From children with disabilities to a professional at his match point
To a group of children with hope and dreams, practicing at the rooftop of their micro apartment.
This part is inspired by Hong Kong, where living space is very limited and how people there came up with ways to utilise what they have for a living.
The video is played on large displays throughout the customer’s journey from arrival to boarding, mainly along the moving walkway. The story could easily be comprehended when watched in sections, then it comes together as a whole to spark a conversation on how HSBC serves as a bridge to connect their customers to opportunities.
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