HSBC is a bank among banks. Their branding idea, however, is actually pretty inventive. It struck me first when viewing some wonderful outdoor advertising in NYC. Developed by JWT, the outdoor showed the same picture multiple times with alternating headlines. One series showed the same colorful shot of a piece of sushi. Beneath one shot was the word “tasty” the next the word “nasty.”
The idea behind the advertising is points-of-view alter everything. I spoke with the planner at JWT who confirmed that the bank is “digging deeper with customers” to really know what’s on their minds. This one execution did a great job of conveying that premise. Most banks say things like “our bankers get to know you like neighbors” or some other fluff, but that claim is so stale it doesn’t process. HSBC’s spin is fresh.