Campaign Name:

More Than a Colour Campaign

Team:

David Trusca - Art Director/Strategist
Tien Bui - Designer
Deshaun Anderson - Designer

Objective/Explanation:

This project follows a real-world brief given to us by D&AD. The goal was simple: to celebrate HSBC's new Pantone colour in a way that's memorable and speaks to a high-income audience.

There was a lot of research that went into this campaign, but the main purpose was to show how to colour connects HSBC's global audience. Our target placement for these advertisments are in airports. This targets not only high-income individuals, but also a globla audience.

We used the symbol of the red string from Asian culture, a big market for HSBC, to represent this connection. The string represents interconnection, good luck, manifestation, and protection against negativity.

The Hong Kong ad features the endless knot, an important symbol in Hinduism, Buddhism, and Jainism. We highlighted this ad as it's where HSBC was founded.

Our main attraction is a VIP Lounge for HSBC cardholders. This will allow people to connect, and also showcase the new colour in a unique way. Decals of the red string will come off of the LCD Display Ads and lead to these lounges.