HSBC GLOBAL AIRPORTS & BRAND RELAUNCH
Saatchi & Saatchi
Art Buying Photography & Illustration
MANA were excited to partner again with our friends at Saatchi & Saatchi to create the prestigious HSBC global airport & brand relaunch.
HSBC’s most ambitious and unprecedented OOH campaign to date promotes its new brand promise 'Together we thrive’ and is the brand’s first complete refresh in 3 years.
A series of 79 different creative executions, viewed through the lens of HSBC's iconic hexagon, tell of HSBC’s trade, education, diversity and inclusion and sustainability stories.
Layouts, often amplified in triptychs, are being rolled out simultaneously globally - including airports like Heathrow, L.A., Dubai, Beijing – covering 1,500 jet bridges and 94km of passenger walkways (or the equivalent of 846 football fields).
In contrast to previous years travellers are now also engaged throughout their journey with multichannel output and DOOH screens linking to apps on travellers’ smartphones.
HSBC estimates the ads will be seen by 900 million passengers in the summer of 2018 alone.
For this mammoth project MANA devised content strategy, providing project consultancy, managing picture research, shoot commissioning, production and rights clearances often melding various sources to tell a seamless visual story.
From unearthing rare historic city-scapes to region specific otter species and casting the future stars of Hong Kong’s rugby 7’s MANA had it covered.