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.