Hong Kong – To mark its 160th anniversary, HSBC has partnered with Omnicom Media Group (OMG) Hong Kong and its creative arm Fuse to unveil a bespoke Rube Goldberg Machine installation at the iconic HSBC Main Building.
For the campaign, OMG Hong Kong enlisted local kinetic mechanism artist Joseph Chan to realise the concept, resulting in an interactive installation that traces HSBC’s 160-year legacy through a sequence of mechanical movements and visual storytelling.
The experience begins with a ball set in motion past the desk of founder Thomas Sutherland and the bank’s iconic bronze lions, Stephen and Stitt—named after senior executives of the era.
From there, the machine transitions to key visual milestones, including the creation of HSBC’s hexagonal logo by designer Henry Steiner and the symbolic lighting of the main building. It then moves through the bank’s early involvement in shipping services, representing its foundational role in trade and communication. This phase is followed by a timeline of financial instruments—from historical banknotes displayed on a rotating ring track to chequebooks and the evolution of credit cards.
Vintage HSBC commercials play on a retro television set before shifting to a screen that signals the arrival of the mobile banking app—marking the bank’s entry into the digital age.
The installation culminates in a segment featuring PayMeow, the mascot of HSBC’s PayMe app, highlighting the bank’s digital transformation. The journey ends with a piano tribute to the composer of the HSBC theme song, closing the loop on the bank’s long-standing narrative of innovation and heritage.
Chilai Howard, creative director of Fuse at OMG Hong Kong, shared, “Our vision is to seamlessly integrate art into brand experiences. In this project, we draw inspiration from a Rube Goldberg machine, using it as a dynamic timeline to narrate HSBC’s rich history. This interactive installation invites audiences to explore its depths, revealing hidden details and fostering discovery. By engaging the senses and sparking curiosity, we transform observers into active participants in this immersive journey.”
“We are honoured to collaborate with HSBC in celebrating their remarkable history. We believe in the power of creativity to tell compelling stories, and these groundbreaking installations showcase HSBC’s past in a way that adds even more meaning to their present journey,” added Natalie Yu, content & communication director at OMG Hong Kong.
The installation positions itself as more than a promotional effort, aiming to offer a culturally engaging experience that merges elements of art, history, and technology. Designed to educate and entertain, it has also become a visually compelling attraction for visitors.
Supporting the installation is a 30-second video released on 4 March, offering a glimpse into the Rube Goldberg sequence and encouraging audiences to explore HSBC’s historical milestones remotely. A longer-form version documenting the full experience was released on 4 April.
In addition to the Rube Goldberg Machine, Fuse collaborated with HSBC on two other installations. One is an immersive time tunnel that walks visitors through key moments and developments in the bank’s history. The other, a large-scale birthday cake display, serves as a visual marker of the bank’s 160th anniversary.
“We are pleased to unveil this Rube Goldberg Machine Installation to kickstart our year-long 160th anniversary celebration. This innovative installation is designed to transform archival elements into modern, interactive and dynamic exhibits that connect us with diverse customer segments. We are delighted to see Hongkongers visiting and capturing moments with the installation—exactly as we envisioned, enhancing their connection to our brand experience,” said Cheuk Shum, head of marketing, wealth and personal banking, Hong Kong at HSBC.
