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HSBC plays it ultra safe in new ad to fuel growth

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HSBC Global Asset Management has unleashed its first brand campaign in Hong Kong after more than five years, featuring a single still image across print, digital and out-of-home channels.Entitled "Let Dreams Fly", the work features a pair of hands holding an origami butterfly, but has a much more complex meaning to highlight HSBC’s role to support its clients’ hopes and dreams in Asia.Trudy Frection, head of asset management marketing at HSBC, said the butterfly in the campaign symbolises that "dreams are beautiful yet fragile, and how a safe pair of hands is needed to nurture them and help them come true"."The campaign asks customers to visualise their ambitions and to trust HSBC to help them realise their dreams," said Frection.Sri Chandrasekharan, chief executive at HSBC Global Asset Management, said the campaign is an effort to inspire people to imagine their future and invest, and "with HSBC as their partner, to make it possible."“HSBC Group’s unique advantage is that we are one of the few banking groups able to offer clients our own funds."This means we take great care and discipline to focus on delivering sustainable outcomes aligned to clients' needs rather than chasing short-term returns," he added.The campaign is co-created by Saatchi & Saatchi London and Hong Kong.

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