HSBC: What's in a number

HSBC, a bank, launched a campaign in Australia to promote its sponsorship of the Australia Football League's annual pride match, and open up the historically alpha male sport to ensure it was inclusive to everyone.

The Challenge

HSBC's brand essence is "Open up a world of opportunity".

When it came to promoting their sponsorship of the Australian Football League's annual pride match it was an "opportunity" for us to go beyond awareness and to help "open up" this historically...

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