MONDAY 27 SEP 2021 3:04 PM


HSBC has devised a new campaign highlighting the different borders which can act as barriers to opportunity for people in the UK. The campaign works to showcase the brand’s new purpose to provide equal opportunity to all people in the UK.

This campaign follows on from HSBC’s ‘We Are Not An Island’ platform which launched alongside the brand’s new purpose to open up a world of opportunity for UK customers. “We’re determined to play our part in creating a society where there is equal opportunity for all,” says Becky Moffat, chief marketing officer at HSBC UK.

From helping people without a fixed home address open a bank account, to funding scholarships for black students to attend university, HSBC is working to expand its brand purpose and directly respond to social issues facing people in the UK.

Devised by creative agency, Wunderman Thompson, the latest video from HSBC explores some of the social and cultural barriers that exist within our society. Actor and comedian, Richard Ayoade, is seen walking around different borders from football pitches to car parks.

He can be seen creating barriers between spectators on the football pitch with a traditional white line marker, highlighting one of the biggest barriers to opportunity, the racial divide. The white line then travels above an office building to represent the gender inequality divide.

The video ends as Ayoade reaches the cliff edge of the UK and clearly states HSBC’s new purpose, “when we see beyond borders, we see opportunity everywhere.” The new purpose works to widen HSBC’s pool of potential customers by driving a message of diversity and inclusion.

Mike Watson, creative director from Wunderman Thompson, says, “The campaign reflects the nation’s desire for change and helps highlight that HSBC isn’t too big to care, but rather that it’s big enough to help make a difference.”

The campaign launched on social media before being shown on TV and VOD. It was also supported with digital and print assets including messages such as ‘Love knows no borders’ and ‘Ethnicity should never be a barrier to opportunity.’