HSBC - HSBC Advance
Pink Ladies / J. Walter Thompson London
HSBC and J. Walter Thompson tap into the aspirations of young consumers in a new global campaign designed to relaunch HSBC’s Advance bank account. The Advance account is designed to support those people on the road to achieving their ambitions.
The founding insight behind the work is that every individual success story has its own supporting cast. For this audience, dreams are made reality thanks to their support networks – those people who motivate and support them, and keep them aiming higher.
The TV spot at the heart of the campaign, “Pink Ladies”, tells the story of one such support network making the dreams of a young hairdresser come true.
The ad will launch during Downton Abbey on Christmas Day, and will show in cinemas from Boxing Day.
It is supported by a through the line campaign, including a big push in social media.
Documentary film content created to tell real stories of ambitions achieved with the help of a support network will live on an interactive content hub. At HSBCAdvance.com/together, users will be able to view the long form content, and create their own ‘thank you’ films to send to people who have helped them along the way.
The campaign also features photography shot by local photographers in key markets around the world, as well as crowd-sourced imagery demonstrating the power of support networks.