Malaysia – In celebration of its 140th anniversary, HSBC Malaysia has teamed up with Ogilvy Malaysia to launch an emotionally charged campaign that honours the enduring strength of family, legacy, and the human spirit.
Titled ‘Legacy Lives,’ the campaign goes beyond traditional financial ads, featuring a film that follows a Malaysian family’s journey across three generations—from a father’s humble beginnings and education abroad to his daughter’s self-discovery, deepening his commitment to build a lasting legacy.
Crafted by Ogilvy Malaysia and director Nicholas Lam, the film uses a multi-generational narrative to forge a deep connection between HSBC and its audience, subtly illustrating the bank’s constant support in helping families realise their dreams and aspirations. It also vividly brings each era to life, from the vibrant 1950s to the tech-driven 1990s, culminating in the present day.
By showcasing authentic stories of resilience, hard work, and family, the campaign underscores that legacy and family values are at the core of the HSBC experience.
Adrian Miller, chief creative officer at Ogilvy Malaysia, said, “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. 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,” Miller added.
HSBC’s campaign serves as a tribute for its long-standing and loyal customers, celebrating significant milestones through an emotionally engaging film inspired by real stories. It highlights the company’s 140-year commitment to helping families build intergenerational wealth, staying resilient through challenges, and bridging opportunities across borders since 1884 in Penang.
The campaign will run from September 21 to December 31, 2024, across multiple platforms, including digital, TV, cinema, social media, and in-branch POSM.
