Concept, Art Direction, Design.
When I first arrived in Vancouver I was struck by the homeless population. Whilst setting up my bank account, I had an idea.
Given that the homeless crisis in Vancouver comes down to money, wouldn't it be an opportunity for a bank to step in and help?
With a temporary tweak to their iconic logo and HSBC mnemonic (who really knows what HSBC stands for anyway...) they could launch a campaign that lives up to their brand values and helps both society and their own image.
“The HSBC brand is recognised worldwide. Our latest advertising illustrates our role in helping people, businesses and communities to thrive.”