A Hopeful Message

HSBC

The Story Continues

Unpausing the Future of Hong Kong.

Hong Kong faced unprecedented challenges, from US-China tensions to social unrest and COVID-19. HSBC, a 155-year pillar of the community, needed to rebuild trust and confidence among customers and businesses. The bank had to demonstrate its commitment to Hong Kong.

Fast Forward

Famously Effective

Grey transformed HSBC's iconic hexagon into the Forward Hexagon, a dynamic symbol of movement and acceleration. Pairing this visual with the message "Progress is never easy, but if you believe the story continues, it will," Grey tapped into Hong Kong's indomitable spirit. This fusion of HSBC's heritage with a future-focused approach sparked a cultural dialogue on perseverance, positioning HSBC as a steadfast partner in Hong Kong's recovery journey.

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60%

Feel more positive towards HSBC

71%

Feel HSBC is progressing with them

77%

Feel HSBC is more connected and relevant

“The kind of brand equity that we own, that we have been able to garner is unlike any other retail bank anywhere in the world, So to be able to reverse any negative feelings about our brand across the markets that we operate in is such a key thing for me.”

Suresh Balaji, APAC Head of Marketing for Wealth and Personal Banking and Global Head of Marketing for Insurance, HSBC

FAMOUSLY EFFECTIVE