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


Project name

Tracy Britton, Group Head of Marketing, HSBC Group

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

Laurence Quinn

Art director
Mark Norcutt

Planner (creative agency)
Orlando Hooper-Greenhill

Media agency

Media planner
Alan Weetch

Production company

Frederic Planchon

Sam Rice-Edwards at The Assembly Rooms 

Audio post-production company 

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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