HSBC 'responsibility' by JWT London

4.8 9 Votes

JWT London introduces their latest campaign for HSBC to demonstrate the bank's commitment to their customers' individual financial responsibilities.

A fisherman leaves for work in the early hours of the morning and during his daily fishing hooks a dolphin.

His decision to free the dolphin, and in so doing the rest of the fish he and his team had caught, reflects his attitude towards money.

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Released: 27 August 2009

Credits

Project name
Responsibility

Client
Tracy Britton, Group Head of Marketing, HSBC Group

Brief
Show that HSBC understand that people’s values influence their financial decisions.

Copywriter
Laurence Quinn

Art director
Mark Norcutt

Planner (creative agency)
Orlando Hooper-Greenhill

Media agency
Mindshare

Media planner
Alan Weetch

Production company
Academy

Director
Frederic Planchon

Editor
Sam Rice-Edwards at The Assembly Rooms 

Audio post-production company 
750mph

Exposure
BBC World, Discovery, National Geographic Channel, Sky News, in flight media for Tam, Aeromexico, Qantas, Cathay Pacific, British Airways, Emirates, American Airlines, Virgin Atlantic, Singapore Airlines, Air Canada

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