Hang Seng celebrates heritage and future-forward vision for HK

Hang Seng Bank has launched a citywide brand campaign titled “Deeply rooted. Ever evolving” (恒久・恒新), reaffirming its commitment to grow alongside Hong Kong.

This develops from nearly a century of heritage, during which Hang Seng Bank has grown alongside the city, serving generations of customers and businesses. The new campaign aims to highlight the bank’s commitment to supporting its customers and the community while reflecting its ambition to advance with confidence, embracing progress while staying true to its heritage. 

The campaign is developed in partnership with creative agencies Uth Creative and VML, as well as media agency EssenceMediacom Hong Kong. It features Hang Seng’s iconic spade coin – one of the earliest forms of commodity money in history – reimagined as a gateway to the future, while celebrating the bank's heritage. Its spirit of “devoted, as ever” is brought to life by portraying its staff as children – highlighting its dedication to building warm connections, supporting business success, and bridging communities across generations.

To maximise reach and impact, the campaign has leveraged a multi-channel approach across social media, mass media, and our branch network. Since its launch, the campaign has been visible throughout Hong Kong via various outdoor placements, including the Cross-Harbour Tunnel, Hong Kong Station travelator, Kai Tak trackside domination, MTR Network 12-sheet displays, newspaper front covers, bus bodies, and bus shelter advertising.

Key outdoor placements will continue into late March, while in-branch and digital engagement will extend further to maintain momentum.

Internally, Hang Seng Bank has encouraged its staff to engage with the campaign by sharing photos of the ads for incentives.

To reflect its brand promise, Hang Seng Bank has launched various initiatives. For example, it has recently upgraded its Prestige Family+ account services to support customers in managing their multi-generational wealth. Additionally, the bank revamped its branch network, introducing the pioneering “We Come to You” service, aiming to place customers at the heart of its operations.

Luanne Lim, executive director and chief executive of Hang Seng Bank, said: “As the largest local bank, our heritage and the trust of our customers are the foundation for continued growth. ‘Deeply rooted. Ever evolving’ is our brand promise to build on this heritage and progress with purpose, leading innovation while staying true to our values.”

“We remain as devoted as ever to bringing new banking solutions and friendly experiences to our customers, partnering our corporate clients to help them grow, and launching new community programmes to enable a thriving Hong Kong,” she added. 

Don’t miss: Hang Seng taps Nick Cheung for holistic family wealth management

Recently, Hang Seng Bank has unveiled its latest "Family+ wealth management" campaign, a unique initiative supporting mass affluent customers in achieving holistic family wealth goals.

As part of the campaign, local actor and director Nick Cheung serves as the key endorser in the campaign, drawing on his experience of balancing diverse roles in life and on screen. His experience highlights the importance of managing both family responsibilities and financial objectives, reinforcing the campaign’s message of empowering families to excel in every role, said Hang Seng's spokesperson in conversation with MARKETING-INTERACTIVE.

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