HSBC (D&AD NB20)
Advertising HSBC's social responsibility activities using real data to inform motion graphics for displays throughout airports.
Spring 2020
The Brief
Traditional HSBC campaigns have relied heavily on bold, photographic assets (see their airports campaign). But with the expansion of media platforms, this type of imagery often gets lost in the noise, so they would like to incorporate illustration and animation into their identity. Your job? Bring to life HSBC’s brand promise ‘Together we thrive’ through an illustration or animation led airport activation. Open, dependable and connected are HSBC Brand Values which form the foundation of their Brand Promise.
Your response should focus on their Brand Values which feed into HSBCs five underlying pillars of human prosperity that HSBC is actively involved in through its core business and social responsibility activities. These are: Sustainability, Trade & Commerce, Education, Diversity & Inclusion, and Sport. HSBC are a global bank, so your idea should have international appeal. Your audience is everyone and anyone setting foot in an airport space, those with an international mindset and a love of travel who are excited about the opportunities the world has to offer.
The Outcome
This project was a collaboration between Omar Ahmed and myself. Using our combined skill, we created a series of type-based animations that highlight HSBC’s Brand Values in an eye-catching and visually appealing fashion. Real data was used to inform the typography and animation; raising awareness of the impact that HSBC is making around the world through its social responsibility activities.
These animations will be shown around airports to enhance the experience of travellers by bringing often dreary airport halls and walkways to life in ways that static imagery cannot. Animations will not just be repeated throughout the airport, rather, travellers will be taken on a journey as they make their own journey through the airport.
In main areas like check in and baggage collection a 2 minute video will be displayed on large screens and real time data projected onto the floor. In other areas such as walkways and gates, a series of 5 second animations will be displayed in random order on digital advertising screens. Omar did visual research, the 2 minute video and floor projection video. I did research, mockups and the short animations.
