HSBC launches Anyone's Game golf campaign

HSBC presents golf without the elitism in a campaign to mark its sponsorship of the game.

The new campaign, called 'Anyone’s Game', has been created by Saatchi & Saatchi London to highlight the bank’s sponsorship of golf tournaments around the world.

The ad shows people from all walks of life playing golf in a variety of locations – on inner city rooftops, harbours and mountainsides. The end line is, "It’s anyone’s game".

The campaign breaks on TV in Asia tomorrow, just before the start of the World Golf Championship in Shanghai, which HSBC sponsors. The ad will also run on YouTube and will be backed by a global print and digital campaign.

The campaign was written by Gemma Philips, art directed by Mark Slack and directed by Scott Lyon through Outsider. Mindshare handled the media.

Andrea Newman, the global head of advertising and marketing communications at HSBC, said: "HSBC's golf portfolio covers a wide range of activity from patron of the Open – the sport's oldest tournament and trophy – through to our own flagship golf tournaments in Asia, the United Arab Emirates and Brazil.

"We are also investing in grass roots programmes in the UK and China to help unearth future global superstars of the game. ‘Anyone's game’ is a campaign that recognises the changing shape and influence of the game of golf around the world."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
How easyJet transformed customer data into emotional anniversary stories

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published