While HSBC is an icon in the banking world, and society at large, most of us have probably only ever interacted with a teller or relationship manager at the bank - and yet one can't help but wonder what all the other employees in the bank's employ do. And that's where HSBC's new campaign comes in under the brand umbrella 'Together we thrive'.
The new campaign features an ongoing video series called 'HSBC Portraits', produced by RFI Asia, which zeroes in on those employees who make the brand what it is today. For example, there’s Joe Chu, executive sous chef, who empowers his colleagues by serving up nutritious dishes every day; Florence Lo, the community & education programme manager in Archives, who preserves the bank’s historical resources so they can be enjoyed by the wider community; and Danny Law, Branch Receptionist, who came out of retirement to return to a front-line role.
Here's the latest Portraits video about Dany Law, a branch receptionist who came out of retirement to return to a front-line role at HSBC:
Stories like the one told by Florence Lo - about how HSBC’s iconic bronze lions were damaged during the Pacific War - remind people that the bank and the local community has "suffered and triumphed together for generations."
Diane Chiu, head of marketing Hong Kong, retail banking and wealth management said, “We’re very proud of our colleagues from the different parts of this big HSBC family who live and breathe the brand promise. We want to engage with the Hong Kong people on social media through the stories of our colleagues who unveil their personal and professional lives. It puts a human face and voice to the brand. HSBC exists to help people, business and community thrive. We can only thrive if those we serve thrive.”
David Ko, Head of RFI Asia, said, “Our team treasured every moment of this project of passion, which we hope will help the people of Hong Kong gain insight into what HSBC’s unsung heroes do every day for one of city’s most iconic banks”.
Available on HSBC’s social media platforms has been one of the brand's most engaging in 2018, successfully reaching more than 1.7 million people.
For HSBC: Sharon Ng
Creative Director: Max Wang
Director: Ka Wing Szeto
Cinematographer: Etienne Leung
Art Director: Heather Wai
Producer: Monique Fok