With all its challenges and uncertainties, 2020 presented HSBC with the opportunity to redefine what the holiday season entails during a pandemic, in this campaign created via Wunderman Thompson Hong Kong.
HSBC’s 2020 Winter Credit Card Campaign encapsulates the key sentiment of this unprecedented year that has forced many to put life on hold. Whether postponing marriage plans or delaying long-promised holidays, 2020 has been filled with uncertainties and changes that are out of our control.
Wunderman Thompson and HSBC’s creative idea urges customers to continue making memories in their own special way, with an underlying message of hope. The key headline and sub headline, ‘Make every moment memorable, spend a meaningful winter with the ones you love’ emphasises the true meaning of this festive season.
The campaign features two stories, the first shows a couple’s postponed wedding and a child’s disappointment at a cancelled holiday abroad. In the couple’s film, the husband decorates their living room to hold a simple and intimate wedding at home. In the second ‘Family’ version, the father makes a DIY train at home to fulfill his promise of bringing his son on a trip abroad in 2020. Both online films convey the idea that precious memories can still be made in spite of unforeseen circumstances.
In addition, HSBC has presented a billboard in the middle of Hong Kong’s busiest shopping district, Wee Wo Street in Causeway Bay. The billboard not only includes the key campaign message, but also displays the merchant offers, encouraging its audience to enjoy these offers during the festive season and strategically within walking distance of participating merchants such as Mannings, Broadway, and SOGO.
Targeted media channels have also been hand-picked to connect with HSBC’s audience on an emotional level. The use of online portals allows the bank to target a younger demographic, with the couple story especially highlighting an emotional reality of 2020 that hits close to home.
Henry Yim – Creative Director
Jam Wu – Creative Director
Noel Yuen – Client Partner, HSBC
Kenny Auieong – Planning Director
Ping Wai Wong – Senior Art Director
Miu Fu – Senior Copywriter
Josephine Wong – Art Director
Antony Lam – Account Director
Jan Cheung – Account Manager
Yoko Tsoi – Senior Account Executive
Anthony Leung – Head of TV Production