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HSBC: Rainbow Lions

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    HSBC: Rainbow Lions HSBC: Rainbow Lions

    Case Study

  • CHALLENGE
  • INSIGHT
  • SOLUTIONS
  • FAMOUSLY EFFECTIVE
  • OVERVIEW

    To support LGBT progress in Hong Kong, HSBC’s Rainbow Lions campaign took the culturally untouchable guardian statues and turned them into a loud statement for equality. This turned a silent topic into a discussion that no one could ignore, which ultimately became a global topic discussed by news media and people around the world.

  • Industry:
    Financial Services
  • Services:
    Advertising
  • Channels:
    Video/TV
  • Office:
    Grey Group Hong Kong
  • THE CHALLENGE

    The LGBT community is celebrated in many parts of the world. But Hong Kong isn’t one of them. As one of the leading banks supporting diversity, HSBC aspired to spark a city-wide conversation for promoting LGBT inclusion.

    THE REALIZATION

    “Lions” stand for a lot in Hong Kong. The long-forgotten ‘Lion Rock Spirit’ has been redefined by the city’s new generation through integrating the shared values of solidarity and perseverance for a more inclusive society.

    THE SOLUTION

    HSBC turned Stephen and Stitt, two bronze lion statues guarding the HSBC Main Building, into Rainbow Lions to represent unity and diversity.

    • The Solution
    View All Solutions

    FAMOUSLY EFFECTIVE

    • Reported in over 26 countries around the world
    • Covered by major global news outlets, including BBC News, The Wall Street Journal, Reuters, Time and more
    • Over HKD6.3 million earned media value generated, 14 times higher than the campaign media spent
    RESULTS
    • 340% MEMBERSHIP GROWTH IN INTERNAL PRIDE COMMUNITY
    • REPORTED ACROSS 26 COUNTRIES WORLDWIDE
    • OVER $6 MILLION IN PR VALUE
    AWARDS
    • Kam Fan Awards 2017Kam Fan Awards 2017
    • Effie Awards Hong Kong 2017Effie Awards Hong Kong 2017
    • Marketing PR Awards 2017Marketing PR Awards 2017
    • Marketing Excellence Awards 2017Marketing Excellence Awards 2017
    • MARKies Awards 2017MARKies Awards 2017

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