HSBC empowers HKers to move forward with brand campaign

HSBC has partnered with PR agency MSL to empower Hong Kong people all over the world to keep progressing with the latest brand campaign, "Make Your Next Move. Make Your Mark."

Instead of putting together the campaign that acts as a rallying cry for Hongkongers, the campaign aims to make Hongkongers part of the ad, as a visual testament to the continuous progress of the city and the remarkable endeavours of individuals from all walks of life as they make their mark on the world.

Within the video ad, the original soundtrack was made with over 70 unique sounds from Hong Kong, and the narration came from the people. From the iconic "ding ding" aka trams to the lively MTR announcements and the rhythmic beats of lion dancers, each frame resonates with the authenticity and energy of Hong Kong's diverse community.

Some of the scenes were inspired by real HSBC customers, while some were even shot by Hongkongers, then curated and further directed by Hong Kong filmmaker Jack Ng.

The video showcases the diversity, resilience, and determination of Hong Kong, intertwining it with HSBC's rich history and global presence. It also acts as a powerful reminder of the bank's unwavering support for the city and its people.

As part of this campaign, HSBC is embarking on an over two-month long unconventional and artistic marketing journey in March, diving into the world of movies.

The launch was marked by a Gala Premier at K11 Art House, accompanied by various digital and physical marketing initiatives. TV ads, tunnel billboards, newspaper wrap, and editorial partnerships have been utilised to display the campaign's compelling tagline.

HSBC also engaged KOLs across multiple categories on social media, from art, culture, movies, entertainment, to sports, lifestyle, travel, and more. They have inspired the public to share their #NextMove on Instagram, with each post featuring a film clapperboard image and a personal reflection on their aspirations and ambitions.

In addition, HSBC continues to empower the film industry through its partnership with the Hong Kong Film Awards (HKFA). As the official banking sponsor of the 42nd Hong Kong Film Awards, HSBC will present exclusive movie screenings of films nominated in the 'New Best Director' category from 28 March to 1 April during Open to Art Movie Week.

These screenings will be accessible to the public through HSBC's social media giveaways. Charitable organisations will also be invited, demonstrating HSBC's commitment to community engagement.

Luanne Lim, chief executive officer, Hong Kong, HSBC, said: “HSBC and the local film industry in Hong Kong have grown alongside its people. Our latest advertising campaign involves a collaboration with a talented director to capture the essence and vibrancy of Hong Kong, while also emphasising our bank’s vision and global reach.”

“As a steadfast supporter of the Hong Kong economy, HSBC is proud to sponsor the upcoming Hong Kong Film Awards, which celebrate Hong Kong’s creative industries and highlight its allure as a global city,” Lim added.

Alexis Chiu, group managing director of Saatchi & Saatchi and MSL added, " We are proud to collaborate with HSBC and Jack in bringing this extraordinary campaign to fruition. The film captures the indomitable spirit of both Hong Kong and its people, encapsulating their strength and resilience in the face of adversity.”

“The campaign employs a cinematic approach to visibly demonstrate the dynamism of the Hong Kong people for all to see. This unique essence, present in every fibre of Hong Kong, makes it resonate with the world,” Chiu added.

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