HSBC Canada _ "Inkredibility"
HSBC, as a global bank, aimed to demonstrate its unique perspective and local knowledge that sets it apart from other banks. The campaign was inspired by the observation that Canadians have a penchant for exploring every corner of the globe and embracing diverse cultures, even within their own homes. They savour cuisine from around the world, decorate their homes with mementoes, and aspire to broaden their horizons by learning new languages. However,this aspiration to be global citizens comes with its challenges. Foreign languages often involve unfamiliar characters and symbols, and misunderstanding can arise if one lacks a nuanced understanding of these intricaties. This is especially true when individuals don't have the right support, leading to potentially awkward situations when celebrating world cultures. And there is one example that stands out as particularly obvious and embarrassing than any other.
HSBC embraces its role as a global citizen, leveraging its status as a truly global bank to share invaluable local knowledge that enables its customers to thrive and succeed. This broader perspective allows HSBC to offer unique insights and solutions that are beyond the reach of other Canadian banks. HSBC can navigate cultural nuances and provide the right guidance to individuals, helping them achieve their goals.
The campaign focuses on how HSBC can steer its clients in the right direction from the outset or assist them in rectifying mistakes stemming from mistranslations and lack of understanding. The approach involves finding Canadians who have received tattoos with foreign language that has these mistakes and collaborating with renowned tattoo artists and calligraphy experts to create custom solutions. These solutions either correct the mistakes or incorporate them into beautiful new designs that celebrate the culture of the language.
This campaign goes beyond banking to demonstrate HSBC's ability to create bold yet beautiful campaigns, showcasing its expertise in a unique and compelling way. Through various creative formats and partnerships at tattoo shows, the campaign communicates that HSBC's local knowledge is something you can always rely on.
The concept isn't a tattoo campaign; it's about showcasing a broader perspective and deep local understanding. With HSBC's support, clients can make decisions confidently, knowing they won't encounter translation issues or struggle to understand global nuances. "HSBC Inkredibility" demonstrates that with the right bank behind you, even challenging situations can lead to great outcomes.
Agency: Wunderman Thompson (formally J. Walter Thompson)
CD: Cory Eisentraut / AD: Juno Jung / CW: Shane Rodak
The concept was pitched, but hasn't gone forward to execution.