BRAND / TVC / OOH / PRINT / FB / IG / DISPLAY
How to communicate the HSBC brand promise "Together we thrive" in Mexico when, by that time, the whole country seemed to be divided by politics? The answer was acknowledging our strength: diversity. As a country, we are made of different universes within a universe. That's why we came up with the "We are a world called Mexico" concept, an umbrella idea that we used in awareness campaigns, new product launches, offers, etc; in different media such as TV, radio, OOH, print, digital banners, etc. The video isn´t subtitled, however, I'm including the translation below.
These are challenging times, but facing them is the world of those who have been lifting the country for years and those who are just starting. The world that creates art or miracles with its hands. The world, ever-expanding, of those who have declared war on plastic. The world of those who work more hours than a clock, here and there. The world of those who leave generous tips and those who appreciate them. The world of those who pedal for the planet or to deliver food. The world of those who play on two feet or with two hands. The world of those who say goodbye with a kiss every morning. The world of those who order their quesadilla 'without cheese.' The world of those who turn a disability into a superpower. And also, the world of those who love, just like that, without gender and without fear. There are thousands of worlds in Mexico, that is our strength, and if we unite them all, we are much more than a country: We are a world called Mexico
