HSBC BANK AMERICA

WHAT'S MORE AMERICAN THAN THAT?

Role / Concept + Art Direction
Client / HSBC Bank Canada
Agency / Wunderman Thompson Canada, Toronto
Credits / Ari Elkouby, Raj Gupta, Jeniffer Cotton, Mike Davidson, John Colluci
Year / August 2020

In 2019, the United States was engulfed in heightened anti-immigration rhetoric, fuelled by bi partisan politics, divisive commentary and policies.

We saw this as a crucial opportunity for HSBC - a bank with immigrant roots in America to step up and boldly voice its commitment to inclusivity and diversity.

We launched a national campaign "What's More American Than That?" aimed to instill pride in America’s immigrant roots.

By educating young Americans about the countless influences of immigrant culture that continue to shape America till today, the campaign sought to transform racist biases into a source of multicultural pride.

Provocative lines, a bold dollar bill-inspired aesthetic and a robust media plan aimed to flip the contentious issue on its head.

Months of research and rigorous art direction led to numerous executions, creating a consistent, and modular visual language for HSBC that would make the campaign impossible to ignore.

The campaign's social strategy included dynamic videos with kinetic text, that highlighted the contributions of immigrants.

Major takeovers in Times Square and Fulton Center intercepted daily foot traffic.

Case Study

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