Richard Ayoade Shows How Borders Can Hinder Opportunity in HSBC's Latest Campaign
Wunderman Thompson UK has devised a new campaign for HSBC UK highlighting how physical, attitudinal, and cultural borders can act as barriers to opportunity.
Following on the heels of HSBC UK’s successful ‘We Are Not An Island’ platform, the new campaign marks the launch of HSBC’s new global purpose – Opening up a world of opportunity. The campaign explores some of the borders to opportunity that exist within our society.
The topical 60-second spot, airing on TV on 24 September, once again features Richard Ayoade and sees the British comedian point out that, while some borders can be useful, it’s not always the case.
At the beginning of the spot, we watch Richard outlining a football pitch with a traditional-looking white line marker, before veering off the pitch and dividing the spectators, underlining one of the biggest barriers to opportunity, the racial divide.
He then walks his line marker across the glass ceiling of a large corporate building calling out gender inequality, through the living room of a family who aren’t listening to each other, through a freshly painted ‘No Entry’ road marking, and across the stage at a major conference where nerves fail to hold the young presenter back, before ending up at a busy port.
Richard delivers his final message at ‘Lands Edge’, just one of the borders where the UK meets the rest of the world, “But in the end, they tend to get in the way of possibility… because, when we see beyond borders, we see opportunity everywhere.”
Mike Watson, creative director from Wunderman Thompson, says: “The UK’s future opportunities need to be different to its past. The country and its people have so much to offer and achieve if we can level the playing field and create equal opportunity for all. The campaign reflects the nation’s desire for change and helps highlight that HSBC isn’t too big to care, but rather that it’s big enough to help make a difference.”
Becky Moffat, HSBC UK’s chief marketing officer says: “Our purpose is to open a world of opportunity for our customers, and that means helping people understand and overcome some of the barriers that exist today – most of which are invisible, or we don’t see unless they affect us personally.
“We believe we have a role to play in removing these barriers; from helping people without a fixed home address open a bank account to funding scholarships for the next generation of Black students at Cambridge University, we’re determined to play our part in creating a society where there is equal opportunity for all.”
The campaign first launched across social media on Twitter on Thursday 23rd September, before going live on TV on Friday 24 September and VOD on Thursday 30 September.
TV and VOD assets will be supported by DOOH, OOH and print ads, including lines such as ‘Love knows no borders', ‘Ethnicity should never be a barrier to opportunity’ and ‘When we see beyond borders, we see opportunity everywhere’, with an audio ad going live later in October.
Agency: Wunderman Thompson London
Chief Creative Officer: Steve Aldridge
Creative Director: Mike Watson
Creatives: Craig Hunt, James Humphreys
WPP Global Lead: Joseph Petyan
Account team: Claire Chislett, Natalie Wilson, Luke Thornton, Max Cain
TV Producers: Sonny Botero, Liberty Willison
Project Managers: Tom Lawrence
Planners: Omar El-Gammal, Emily Rule, Johnny Park
Design: Graham Channon, Chris Hutton, Rob Joyner, Brian Riddle, Yoshi Okubo
Media: PHD Media
Director: James Rouse
Production Company Producer: Benji Howell
Director of Photography/Cinematographer: Alexander Melman
Editor: Bill Smedley @ Work Editors
Offline Producer: Charlie Dalton @ Work Editors
Sound Designer: Ant Moore, Frankie Beirne, Mark Hills @ Factory Sound Studios
Audio Producer: Beth Massey @ Factory Sound Studios
Post Production Producer: Alexia Paterson @ Framestore
Production Assistant: Sian Rhy Morgan @ Framestore
VFX Supervisor: Chris Redding @ Framestore
Colourist: Beau Leon @ Framestore LA
Compositers: Darran Nicholson, Robin McGloin, Miguel Montserrat, Puff Pisanwalerd @ Framestore
Paint & Roto Artist: Basim Kadhim @ Framestore
Matte Painting Artist: Isabelle Rousselle @ Framestore
CG Artist: Victoria Stuart @ Framestore
Hero Editor: Matthew Collins @ Framestore
Music Supervision: Sound Lounge (Licensing) & Tin Drum (Music search)
Client: HSBC UK
CMO: Becky Moffat
Head of Brand Marketing: Sarah Mayall
Senior Brand Marketing Manager: Rowena Williams
Brand Marketing Managers: Jayden
Category: Banking , Finance