The integrated campaign is based on the thought that no one is an island. People communities, businesses and nations are all connected and do not thrive in isolation and serves to highlight the bank’s commitment to helping people in the UK thrive.
The ad ends with the line: “We live on wonderful little lump of land in the middle of the sea, but we are not an island. We are part of something far far bigger.”
The campaign also includes print, outdoor and digital executions that further promote HSBC’s desire to help people thrive by highlighting its partnerships with The Princes Trust (helping young people into business) its £10bn Small Business Fund and its sponsorship of British Cycling (getting 2 million extra people cycling).