HSBC has launched a commercial as a follow up to the successful ‘Lemonade’ TV campaign which saw a young girl’s lemonade stand accept multiple currencies. The new ad builds upon the initial story to dramatise how international supply chains will generate growth for businesses.
‘The Lemon Grove’ was created by JWT London and will air from 4th March 2013 across global and local markets, in-flight channels and online.
In the follow-up film, our young Lemonade seller travels to India to meet an equally ambitious and entrepreneurial lemon trader to become business partners. It’s only when a young French lemonade seller enters the story that we realise her business has grown from a simple American front lawn to connect with an Indian supplier and a French distributor.
The charming story demonstrates that HSBC recognises that the future of business growth is powered by international connections. HSBC’s international footprint and expertise are uniquely placed to deliver against this. The activity is part of HSBC’s wider ‘In The Future’ campaign which places international banking at the heart of HSBC’s capabilities. The activity will be supported by HSBC’s business divisions from traditional advertising through to customer engagement.
Andrea Newman, Global Head of Advertising and Marketing Communications, at HSBC said: ‘HSBC’s global footprint, knowledge and resources facilitate international business opportunities for its customers. The marketing aims to bring this to life with a sense of warmth, simplicity and optimism to inspire growth.’
Project name: The Lemon Grove
Client and Job Title: Chris Clark (Group General Manager, Global Head of Marketing), Andrea Newman (Global Head of Advertising and Marketing Communications) and Hamish Goulding (Senior Marketing Manager Brand and Sponsorship)
Creative agency: JWT London
Global Creative Director on HSBC: Axel Chaldecott
Creative Directors: Hugh Todd and Adam Scholes
TV Producer: Doug Wade
Planner (creative agency): Orlando Hooper-Greenhill
Global Director in Charge: Joseph Petyan
Account Manager: Eliza Sloss
Media agency: Mindshare
Media planner: Nicky Owen
Production Company: Partizan, London
Service Company: Bang Bang Films, India
Post House: Moving Picture Company, London
Editor: Edward Line, Final Cut
Sound: Andy Humphreys at 750mph