HSBC Malaysia marks 140 years via new Ogilvy Malaysia campaign celebrating generational ties
Ogilvy Malaysia has created a new campaign for HSBC, commemorating the bank’s 140th anniversary in Malaysia. Entitled “Legacy Lives,” the campaign transcends typical financial advertising, opting for a deeply personal and cinematic approach that celebrates the enduring power of family, legacy, and the human spirit.
The campaign is anchored by a beautifully crafted film that follows the journey of a Malaysian family across three generations. From a father’s humble upbringing and pursuit of education abroad to his daughter’s own journey of self-discovery, deepening the father’s commitment to build a strong and proud legacy for his future generation. The film subtly illustrates how HSBC has been a constant presence, supporting their dreams and aspirations every step of the way.
The campaign is a true testament to the distinct strength and values of HSBC over the last 140 years in helping many families build inter-generational wealth, staying resilient through more than a century of turmoil and triumph, and till this day, they have remained committed in bridging and opening a world of opportunities across borders since 1884 in Penang.
“This film is more than just a celebration of HSBC’s 140 years—it’s a celebration of the families and values that have shaped generations,” said Adrian Miller, Chief Creative Officer, Ogilvy Malaysia. “From the very beginning, we set out to create something different. No clichéd bank visuals, no product shots—just a genuine, human story. By telling a narrative that spans three generations, we’ve captured the essence of what legacy truly means. It’s about more than what we inherit; it’s about what we pass on, and HSBC is proud to be part of that journey.”
Director Nicholas Lam’s meticulous attention to detail brings each era to life, from the vibrant energy of the 1950s to the technological advancements of the 1990s, culminating in the present day. The result is a visually stunning and emotionally resonant film that transcends cultural boundaries, resonating with audiences on a deeply personal level.
“Legacy Lives” goes beyond showcasing HSBC’s financial products and services; it highlights the bank’s unwavering commitment to building lasting relationships and empowering individuals to achieve their financial goals across generations.
The campaign is a show of appreciation from HSBC in honouring its long-standing and loyal customers, whilst honouring them through this brand film and celebrating significant milestones with this emotionally engaging story narrated through the main character which is inspired by real stories.
Ogilvy Malaysia expertly uses the multi-generational narrative to create a powerful connection between HSBC and its audience. By showcasing real stories of resilience, hard work, and family, the campaign highlights how legacy and family values are at the heart of the HSBC experience.
The campaign will run from September 21th to December 31st, 2024, across multiple platforms, including digital, TV, cinema, social media, and in-branch POSM.
Credits
Chief Creative Officer: Adrian Miller
Senior Art Director: Amy Chan
Copywriter: Adrian Miller / Rudy Tan
AV Producer: Loo Seng Tuck
Senior Account Director: Benson Lee
Senior Account Manager: Ryan Leong
