Hong Kong – The Financial Services Development Council (FSDC), Hong Kong’s high-level, cross-sectoral advisory body for the financial services industry, has joined forces with DDB Group Hong Kong to roll out a global campaign that spotlights ‘Money’ as the face of Hong Kong’s financial proposition.
The campaign introduces ‘Money’ as a fast-talking, globe-trotting character who guides viewers through Hong Kong’s financial landscape, outlining the city’s credentials as a centre for capital growth and preservation.
The hero film, titled “Where Money Comes to Grow”, follows the character across various financial and cultural touchpoints in the city. Three additional thematic videos — “Where Ambition Finds Funding”, “Where Rules Protect and Empower Capital”, and “Where Success Works Hard and Plays Harder” — further highlight Hong Kong’s financial infrastructure, regulatory environment and lifestyle appeal.
The series aims to offer an alternative narrative to traditional destination-led financial promotions by presenting the city through the perspective of “Money” and its priorities for growth, security and efficiency.
Adrian Tso, chief strategy officer at DDB Group Hong Kong, said,“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 as Hong Kong continues to reinforce its position as a global financial hub.
The FSDC noted that Hong Kong topped global IPO rankings in the first half of 2025 and continues to be the world’s largest offshore RMB centre. Bloomberg Intelligence data also projects that the city will surpass Switzerland as the largest cross-border wealth management hub by year-end.
The campaign will run for a month across the US, EU and Middle East through programmatic placements, social media — including YouTube — and South China Morning Post digital platforms.
Revealing the inspiration behind the initiative, Rena Cheng, market promotion associate director of the FSDC, shared, “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.”
