Hong Kong – HSBC has partnered with MSL to launch its newest brand campaign, “Make Your Next Move. Make Your Mark.” Under the campaign, HSBC will orchestrate the latest advertising endeavour, which will act as a rallying call for Hong Kong residents.
Involving locals in every facet of the campaign, it serves as a visual representation of the city’s continued progress and the achievements of people from various backgrounds making their mark on the globe.
Several parts of the movie’s scenes were even filmed by Hong Kong residents, while others drew inspiration from actual HSBC clients. The Hong Kong film director Jack Ng selected and further directed these moments. The film deftly combines HSBC’s history and worldwide reach with the diversity, tenacity, and resolve of Hong Kong.
More than 70 distinct sounds from Hong Kong are featured on the original soundtrack, which also includes narration from the locals. Every frame pulsates with the authenticity and dynamism of Hong Kong’s diverse society, from the “ding ding” of trams to the colourful MTR announcements and the rhythmic beats of lion dancers.
As part of the campaign, HSBC ventures into the world of film for more than two months, starting in March, on an atypical and creative marketing journey. A gala premiere held at K11 Art House to commemorate the launch was held in addition to several online and offline marketing initiatives. The campaign displays its tagline through newspaper wraps, editorial alliances, TV commercials, and tunnel billboards.
Enhancing its involvement, HSBC reached out to Key Opinion Leaders (KOLs) across a range of industries on social media, including travel, sports, entertainment, art, culture, film, and more. With each post featuring a cinematic clapperboard image and a personal reflection on the user’s goals and aspirations, they invited the public to submit their #NextMove on Instagram.
Speaking about the campaign, Luanne Lim, chief executive officer, Hong Kong, HSBC, commented, “HSBC and the local film industry in Hong Kong have grown alongside its people. Our latest advertising campaign involves a collaboration with a talented director to capture the essence and vibrancy of Hong Kong, while also emphasising our bank’s vision and global reach. As a steadfast supporter of the Hong Kong economy, HSBC is proud to sponsor the upcoming Hong Kong Film Awards, which celebrate Hong Kong’s creative industries and highlights its allure as a global city.”
Meanwhile, Alexis Chiu, group managing director of Saatchi & Saatchi and MSL expressed, ” We are thrilled to collaborate with HSBC and Jack to bring this extraordinary campaign film to fruition. A true local product, directed and shot in the heart of Hong Kong, capturing the unique sounds and visuals of our city. This film truly reflects the energy, diversity, and cultural richness that define Hong Kong. It has been an incredible journey to celebrate the spirit of this dynamic city and create a cinematic experience that resonates with audiences worldwide.”
