DDB Group Hong Kong and FSDC give ‘Money’ a voice in new global campaign
The Financial Services Development Council (FSDC), Hong Kong’s high-level, cross-sectoral advisory body for the financial services industry, has teamed up with DDB Group Hong Kong to launch a bold new global campaign that puts ‘Money’ front and center – quite literally. In a creative twist, the campaign brings ‘Money’ to life as a fast-talking, globe-trotting character, confidently showcasing why Hong Kong remains the world’s premier destination for capital growth and preservation.
As global financial professionals seek stability and opportunity amid uncertainty, this campaign positions Hong Kong not just as a financial center, but as a living, breathing ecosystem where money thrives.
Money, the star of the campaign, is confident, straight-talking, fast-moving and worldly – embodying capital, she goes where growth lives, and she thrives in Hong Kong. The hero film, “Where Money Comes to Grow”, follows Money as she moves through the city’s dynamic financial and cultural landscape, sharing why this is the place she belongs and helping to tell a new story about Hong Kong – not one rooted in nostalgia, but in ambition, momentum, and market performance.
In addition, three thematic videos, all revealing Hong Kong through Money’s eyes, showcase how the city not only fulfils the needs of capital for growth, but also security, efficiency, and a vibrant ecosystem. The videos, “Where Ambition Finds Funding”, “Where Rules Protect and Empower Capital”, and “Where Success Works Hard and Plays Harder”, accentuate Hong Kong’s strength as an environment purpose-built for capital expansion, with critical mass of global financial institutions, robust and trusted regulatory frameworks, and a vibrant lifestyle attracting world-class talent respectively. ·
Rena Cheng, Market Promotion Associate Director of the FSDC, revealed the inspiration behind the initiative, “We are proud of how this campaign is anything but typical. We wanted to reassert Hong Kong’s status as a trusted, world-leading capital hub with confidence and conviction. We set out to create something distinctive and bold that speaks directly to global financial stakeholders and addresses what matters most to them.”
Adrian Tso, Chief Strategy Officer at DDB Group Hong Kong, added: “Communications in this space often follow a familiar formula – polished messages, neutral tone, iconic skyline shots…, but in this day and age, you need to do more to get attention. We wanted to inject a bit of attitude and intrigue and really reflect the dynamic financial engine that Hong Kong is. Here, money takes on a life of its own – and so we brought it to life.”
The campaign comes at a pivotal moment as Hong Kong reaffirms its leadership as a global financial centre. In the first half of 2025, the city led global IPOs, it remains the world’s largest offshore RMB centre and is projected by Bloomberg Intelligence to surpass Switzerland as the world’s largest cross-border wealth management hub by year-end.
The campaign will run for the next month across the US, EU, and Middle East, promoted online through programmatic buys, social media channels such as YouTube, and the South China Morning Post digital platforms.
Credits
Client: Financial Service Development Council (FSDC)
Executive Director: King Au
Market Promotion Associate Director: Rena Cheng
Market Promotion Manager: Karrie Lam
Agency: DDB Group Hong Kong
CEO: Andreas Krasser
Chief Strategy Officer: Adrian Tso
Business Director: Jodi Chik
Head of Film & Content Production: Jacie Tan
Regional Executive Creative Director: Alejandro Canciobello
Senior English Copywriter: Ernest Tsang
Art Director: Nadya Siaren
Senior Account Manager: Kaylee Poon
Senior Account Executive: Mavis Kong
Producer: Andrew Chan Production: The Sweetshop
Director: Nabil Senhaji
Executive Producer: Jenny Crabb
DOP: Alan Yap
Art Director: Peggy Chan
PR: FleishmanHillard