IF THE TANGRAM FITS...

When you can see what is there and create what is not there
they say you can see the future. All investment banks offer similar services, including Global Market Managers and SFX trading. To distinguish themselves as major players, firms like HSBC
excel in strategically assembling these components. HSBC's global corporate investment banking and operations group boasts exceptional scope and capability, with the challenge being the translation of their commitment to shaping 'the future of business' for a worldwide audience.
Our solution, the ancient Chinese puzzle, the tangram, serves as a powerful metaphor for how HSBC creatively organizes skills and strengths to address business challenges. It resonates as a
cool and memorable platform, symbolizing the perfect blend. Red, matching the HSBC mark, and geometric shapes were seamlessly integrated into over 80 tangram ads across various media, produced rapidly at zero artwork cost. After the launch, we adapted the campaign for developing markets across three continents. Collaborating with photographer Michael Kenna, we captured these locations in striking black and white, incorporating a tangram into each shot.The universally well-received campaign achieved great success, particularly in Asia, earning praise for its wit and strong graphic appeal.

AD-Ivan Horowitz- Jonathan Mcelroy CW- Ted Cruz