Hang Seng Bank and Uth Creative partner up on rebranding with citywide campaign

With the arrival of Hang Seng Bank's 90th anniversary, the brand and Uth Creative Group have partnered up to unveil a citywide campaign to celebrate the momentous milestone, and to reaffirm a customer-centric vision that will continue to play an essential role in the journey of people from all walks of life.

To facilitate a rebranding in a manner most relevant to consumers, Hang Seng Bank took a deep dive into understanding overall public sentiment and dissected the crossroads events in recent history that will continue to impact Hong Kong's path forward for years to come.

The synthesis of these insights birthed Hang Seng Bank's new slogan, "Ever Growing, Ever Innovating," illustrating the potential of the brand and community when there is synergy between the two, driven by growth, innovation, and sustainability. To illustrate this concept visually, the anniversary logo incorporates the infinity symbol into the number 90 to create something bold, concise, and elegant.

Per the vision of the Hang Seng Bank, customers are vital in facilitating the three pillars that drive evolution, and the campaign puts a spotlight on eight individuals that showcase the versatile demographic of people serviced by the bank, from Sunny Chan, director of local film Table for Six, Olympic medallists to entrepreneurs, all of whom found success in their respective fields by adapting to change.

The campaign, which includes a series of key visuals and a thematic video, is now live. As the year progresses, Hang Seng Bank will continue to roll out landmark creatives and activations, including prominent billboards, memorabilia giveaways, amongst others.

"With humble beginnings as a money-changing shop, Hang Seng Bank never stop evolving in the past 90 years, elevating to become the largest local bank in Hong Kong," says Jordan Cheung, chief marketing officer of Hang Seng Bank.

"Change is inevitable when it comes to growth, but even as we look ahead to going even further together with the people of Hong Kong, the one thing that will always remain constant is our ethos to put our customers first, and we want to put this on display with the anniversary campaign,” he added.

Meanwhile, Desmond So, CEO of Uth said as Hang Seng Bank embraces the spirit and values of Hong Kong, the campaign hopes to bring positive energy to every audience member and encourage them to continue their journey towards their aspirations and dreams with Hang Seng Bank as their partner.

"It's an incredible opportunity and honour to partner holistically with Hang Seng Bank on the historic and iconic 90th-anniversary campaign, from the logo design to advertising and activations. The message we deliver is especially important to solidify the brand's position locally as Hong Kong begins to recover from the pandemic,” he added.  

MARKETING-INTERACTIVE has reached out to Hang Seng Bank for additional information.

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