Adapt The World
With "World's Local Bank." as the slogan, HSBC was the banking hub, and businesses came to them for market insights and expertise to expand into the new market. But as time went on, many fin-tech companies and other banks started to offer or sometimes even better finance products than HSBC, which had impacted the global image HSBC had built for years.
So, with the record high business and leisure travelers in the market, we've decided to utilize one symbolic object they rely on everywhere they go - the charging adapter. By aligning the HSBC logo with simple graphic icons of different adapters worldwide, we can communicate how international banking should be as easy as plugging them.
Brand
HSBC
Role
Concept, Copywriting
Design - created travel adapters using Midjourney
Recognition
Clio Awards 2024
Bronze
Andy Awards 2024
Shortlist
Young Ones ADC 2024
Shortlist | Advertising: Integrated, Art Direction
We also wrote customized sub-copy for each service and adjusted the shapes of the logos to create poster designs: 'The transition to net zero' in the shape of a windmill, and 'LGBT Great' in the shape of a group of people holding hands to form a circle.
The posters are then placed everywhere: on airport billboards, screens in taxis, buses, and banners on travel booking sites.
Background
In the past, companies looked to HSBC to expand new businesses and gain market insight and expertise. But over time, many fintech companies and other banks have started to offer financial products that are sometimes better than HSBC. HSBC has been a financial hub as the 'world's local bank', but that may no longer be the case.
Insight
Business and leisure travelers need travel charging adapters that work in the country wherever they go, just as they need the local currency of that country.
Idea
By placing the plug hole shapes of various adapters from countries around the world into a simple graphic icon of the HSBC logo, we convey the idea that international banking should be as easy as plugging in. At the same time, it reiterates HSBC's position as a "World Local Bank".
OOH (Billboard/Posters)
HSBC offers dozens of international banking services for individuals and businesses, which we've narrowed down to the following five: Trade Risk(Risk Management), Expat Bank Account, AI Market, The transition to net zero, and LGBT Great. With so many international banking services, we made the claim that international banking should be as easy as plugging in an adapter, and wrote it as main copy: 'International banking should be as easy as plugging in an adapter'.
Product Design
To promote the campaign, HSBC created country-specific adapters in brand colors and gave them to travel influencers and creators to drive awareness on social. We created these adapters using Midjourney and Photoshop.
