HSBC CANADA
NEW CANADIAN BILL
Role / Concept + Art Direction
Client / HSBC Bank Canada
Agency / Wunderman Thompson Canada, Toronto
Credits / Ari Elkouby, Raj Gupta, Tim Das, Jeniffer Cotton, Mike Davidson, John Colluci
Year / March 2020
The Bank of Canada issued an open call for nominations, inviting Canadians to suggest which iconic figure should be featured on the next $5 banknote.
Aligning with its "Open to All" campaign, this was a perfect opportunity for HSBC to celebrate its conviction towards diversity and inclusivity by submitting a unique nomination.
HSBC nominated a "New Canadian," symbolizing the contributions and diversity of future generations.
Using data from Statistics Canada, HSBC visualized an image embodying the physical attributes and aspirations of future Canadians, reflecting the country's evolving identity.
We imagined HSBC's 'New Canadian' as an ethnically ambiguous young girl who represented a visible minority group.
Her mixed ethnicity was based on Canadian government statistics and HSBC’s global trend forecasting. She symbolized hope, determination, and perseverance, embodying the spirit of future generations and the opportunities available in Canada.
The proposal included both the front and back of the bill, showcasing every detail that embodied Canada’s spirit of openness and HSBC’s commitment to diversity.
The intricate design of the $5 bill was meticulously etched onto a copper plate.
Although, the Bank of Canada decided to maintain it's current $5 bill design,
HSBC's proposal and nomination still hold meaningful value, embodying the notion of being open to all and reinforcing HSBC's commitment to diversity.
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