JWT kicks off the year of Brexit with a brand campaign for the bank that stresses its openness to the world
A year on from introducing the ‘Together We Thrive’ brand promise for HSBC UK and subsequent ‘Global Citizen’ campaign, J. Walter Thompson London is further validating the bank’s open looking ethos and ongoing commitment to helping people, businesses and communities with a follow-up national OOH and press campaign, ‘We Are Not an Island’’ which will also be supported in HSBC’s many high street locations.
The work is in response to the atmosphere felt by businesses and individuals, and to remind people that whatever the political climate, we are global citizens and part of something far, far bigger.
The campaign celebrates elements of British life that we know and love and that are indebted to the nation’s connections to the wider world, recognising that no matter what side of the political divide you fall on, we all thrive more as a result of these.
Launching on January 2nd, 2019 the bold copy-led executions champion cities across the UK, stating rallying cries for each, such as:
‘You gave film to the world, fish and chips to the masses and predicted a riot, as a starter for ten. You are Leeds’;
‘You taught the world how to split the atom, make a chip barm and not look back in anger. You are Manchester’;
… and ‘You are London. Open to all, from Canada Water to Poland Street. Because whether you’re a pearly queen or Sloane ranger, together we are all part of something far, far bigger. We are not an island’’.
Media will be handled by PHD, with OOH and press running Nationally until March and with local executions in Leeds, Manchester, London and Birmingham for launch.
The 60-second Global Citizen spot will be back on TV from January, supported by two 30-second cutdowns
Mike Watson, Creative Director at JWT London said “At a time when opinions in the UK have never been more polarised, our campaign aims to walk the middle ground by simply highlighting that many of the things that make us quintessentially British are the things that make us inescapably international. And who better to point that out than the bank that’s been connecting the world through trade for over 152 years.”
Sarah Mayall, Head of Campaigns, Sponsorship & Social Media, HSBC UK said “We believe that the people, communities and businesses in the UK thrive most when connected and open. Our Global Citizen campaign is central to this, and with ‘We are not an island’ we are reinforcing our strong belief that we are part of something so much bigger”.
Account Team: Jenny Shaw-Sweet, Luke Thornton
Creative Agency: J. Walter Thompson London
Creative Director: Mike Watson
Creatives: James Lucking, Will Wright, Craig Hunt, James Humphreys, Neda Shadanlou and Gemma Fowler