New Blood Entry — Behind the Bank
Award: Wood Pencil
HSBC / 2024
To promote the true power of HSBC’s international network in the Chinese market, we designed a promotional campaign “Behind the Bank".
The idea is inspired by traditional Chinese opera makeup (脸谱), where performers wear makeup to represent what the character they play stands for. For example, the colour red represents loyalty and bravery.
The campaign’s name is a play on the word “Behind the Mask”, suggesting that behind HSBC is a vast global network.
The Chinese name “汇聚新面孔” means gathering new faces, to promote the idea of connecting with different people worldwide.
