Client: HSBC Global

Brief: Create the next global HSBC campaign, to be featured in global airport hubs, around the world. From Mexico to the UK. Dubai to Bangkok. This new campaign would be the first execution of HSBC’s new brand line: Opening up a world of opportunities.

Campaign: Open Questions

A series of provocative questions that turn the mundane to marvellous. Designed to help the mind of our international clients and global trotters fly, as they traverse the jet bridges, hopping from one plane to the other. These open-ended questions inspired people to dig deeper, challenge their beliefs and look at the world with curiosity. After all, it’s only when we question what it is, that we can find what could be. That we can uncover bigger and better opportunities. This campaign proved so successful with the internal audience, customers and prospects, that it grew out of the airport geography. And Open Questions became a cornerstone of HSBC’s Global communications.