Peach
Hobby home page
liahome
Soundlounge
Five By Five
jw collective
Contemplative Reptile
Please Select
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

HSBC and Shelter Help the Homeless Break the Cycle with No Fixed Address Service

Creative 183 Add to collection

Wunderman Thompson launches the campaign highlighting the struggles of those experiencing homelessness

HSBC and Shelter Help the Homeless Break the Cycle with No Fixed Address Service

Wunderman Thompson UK has created a new campaign for HSBC UK entitled Vicious Circle, which highlights the struggles those who are experiencing homelessness face when they are not able to access the financial system.

The campaign is a follow on from previous work the agency has developed to promote HSBC UK’s No Fixed Address Service, and its partnership with Shelter, aiming to increase awareness of HSBC’s offering for those without a fixed address.

The campaign is headed by a 60” AV spot which dramatises the vicious cycle that people who are homeless get trapped in; not having a fixed address makes it difficult to get a bank account, difficult to get a job, and difficult to get access to benefits. Through HSBC’s charity partnerships and its No Fixed Address service, the bank is helping to break this cycle by helping those without a fixed address get access to a bank account, giving them access to the much-needed financial system.

In it, we see a woman on a revolving stage become more isolated as opportunities are closed off to her. The voiceover repeats: “No home? No address. No address? No bank account. No bank account? No job. No job? No home…” as the cycle continues, and the woman becomes more desperate with each revolution. We are plunged into darkness before being told ‘It’s time to break the vicious circle’ and to “Search HSBC No Fixed Address.”

Supporting the campaign are various print executions, that see the never-ending circle of financial exclusion framed around or through the HSBC logo, in an endless loop. 

Mike Watson, Wunderman Thompson creative director, explains: “The creative execution conveys the isolation and futility that many feel if they are denied a bank account simply through having no fixed address. The stripped back execution aims to convey, powerfully, the emotions that this situation can bring about.”

Becky Moffat, CMO HSBC UK adds: “No one should be in a position where they are unable to open a bank account. We’re incredibly proud to play our part in helping to break this vicious cycle and support the most vulnerable in society to become financially independent. Through this campaign we hope to raise awareness of our No Fixed Address service so that we can get the right support to those who need it most.”

James Allen, assistant director of marketing and content at Shelter, said: Home is everything. Yet hundreds of thousands of people don’t have one – leaving many to face the horror of homelessness, including sleeping rough. On top of the dangers of life on the streets, imagine facing a constant battle to receive wages or access financial support? Not having a bank account makes it nearly impossible to escape the cycle of homelessness. So this game-changing service is giving more people who have fallen on hard times a helping hand towards gaining financial independence and re-building their lives.

The 60” AV spot will launch exclusively on Channel 4 with an advertising premiere featuring a special introduction during Gogglebox on June 4th.

Chris Braithwaite, Agency & Client Sales Leader, Channel 4 said: “We’re really proud to partner with HSBC on this very important campaign and premiere it to millions of Channel 4 viewers during our smash-hit Friday night show Gogglebox.”

As well as nationwide OOH and print that will be running throughout June, the campaign also extends into audio channels, including bespoke podcast reads from Acast shows such as Table Manners.


view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
AGENCY

CREATIVE AGENCY:  Wunderman Thompson

EXECUTIVE CREATIVE DIRECTOR:  Tom Drew

CREATIVE DIRECTOR:  Mike Watson

CREATIVES:  Craig Hunt & James Humphreys

DESIGNERS:  Graham Channon, Yoshi Okubo, Bryan Riddle, David Howard, Daryl Yeoman

AGENCY PRODUCER:  Sonny Botero

ASSISTANT PRODUCER:  Liberty Willison

CREATIVE PRODUCER:  Tom Lawrence

PLANNING DIRECTOR:  Omar El-Gammal

ACCOUNT DIRECTOR:  Luke Thornton

ACCOUNT MANAGERS:  Max Cain, Olivia Taylor

BUSINESS DIRECTOR:  Claire Chislett

MEDIA

MEDIA AGENCY:  PHD

DIGITAL

DIGITAL MEDIA SPECIALIST :  Infectious Media

PRODUCTION

PRODUCTION:  Knucklehead

DIRECTOR:  Siri Bunford

PRODUCER:  Matthew Brown

PRODUCTION MANAGER:  Cat Irving

PRODUCTION ASSISTANT:  Becky Thompson

DOP:  Christopher Sabogal

PRODUCTION DESIGNERS:  Tom Wales & Stefanie Grieve

CHOREOGRAPHER:  Natricia Bernard

EDITOR:  Adam Rudd @ Whitehouse Post

COLOURIST:  Matthieu Toullet @ MPC

SOUND DESIGNER:  Munzie Thind @ Grand Central Sound Studios

CLIENT

CLIENT:  HSBC UK

CMO:  Becky Moffat

HEAD OF BRAND MARKETING:  Sarah Mayall

SENIOR BRAND MARKETING MANAGER:  Rowena Williams

BRAND MARKETING MANAGERS:  Louise Gibson, Amy Bennet, Jay Taylor, Kavan Qureshi

BRAND PARTNERSHIP MANAGER:  Kate Hudson

Genres: People, Storytelling

Categories: Banking, Finance

Wunderman Thompson London, Mon, 07 Jun 2021 13:00:43 GMT