New Blood Entry — Cash Flow Mixtape
Award: Yellow Pencil
HSBC / 2024
For the HSBC brief, specifically targeting the Indian market.
Rappers often brag and show off their jewelry, money, and cars. Punjabi youth yearns for this lifestyle. But no one has really learned how to get rich by listening to a hip-hop album.
Until now.
The idea brings together internationally-known musicians from the Punjabi community and HSBC's financial advisors to create the world's first rap album that provides financial advice, contrary to the clichéd display of wealth.
The idea starts with the Punjabi community, but is easily scalable to expand to MENAT, China, and USA markets.
What did the judges have to say?
Taken from recording - 'Bringing financial advice in an etnertaining way and having a brand attatched is something that really stood out to us. Nail on the head for all of us - everything was explained so well!'
Huma Mobin, Creative Director, Freelance
If I could define the Yellow Pencils with one word it would be brave. We saw work that challenged the brand, the brief and went above and beyond by showing the campaign could expand to many local markets.
Pedro Americo, Executive Creative Director, McCann Germany
Both entries pushed their ideas to the absolute limit, powered by authentic cultural insight and a surprise factor that caught the client and judges off guard in a positive way
Rob Scotland, Head of Brand Marketing, Veo Technologies
Yellow Pencil-winning work attract Juries attention like no others, the idea is brave and challenge the brief. It's not afraid to go beyond the brief.
Nopparath eksuwancharoen, Executive Creative Director & Head of Art, Sour Bangkok
Adapt the world: This piece grabbed my attention immediately. It's clear, clever and so well executed. A really clear example that sometimes the simplest ideas are the best. This is one of those. Cash Flow Mixtape: It showed a real depth of understanding of a niche audience and coupled that with an idea that taps into culture and community for real impact. Ultimately, it's campaign I would never expect from HSBC - surprising in the best way possible.
Melissa Baillache, Executive Creative Director, Koto