Campaign Summary
HSBC risked being perceived as a 'big international corporate juggernaut'. If corporate success comes at the expense of locals, communities and smaller economies, then the brand may be completely ignored by the next generation.
To combat this reputational risk, we had to reappraise the bank to one that actions tangible change for good in the UK. In doing so, we discovered that for the HSBC UK audience, helping the homeless is currently the most urgent need in the UK.
Furthermore, without a fixed address of their own, homeless people find it virtually impossible to open a bank account....