Campaign Overview and Award
HSBC wanted to show the true power of its international network in the Chinese market. We designed a promotional campaign called “Behind the Bank” for the D&AD New Blood Awards—HSBC Brief. The work was awarded a Wood Pencil. Learn more here >
Interactive User Touchpoints
We found that Chinese consumers rely heavily on smart devices, so we created AR posters and custom QR codes that users could access through WeChat and PayMe. These touchpoints connected people to HSBC’s global reach during daily transactions. The posters explained the symbolism of the makeup and appeared across in-branch ads, airports and social media.
Cultural Inspiration
The campaign draws inspiration from traditional Chinese opera makeup (脸谱). In opera, performers wear colours to show their character traits; for example, red stands for loyalty and bravery. This idea helped express the role HSBC plays for Chinese businesses going global. The campaign highlights HSBC’s strong grasp of the local culture while promoting its role as a bridge to the world.
HSBC’s Core Pillars
The campaign brings together four key pillars of HSBC: wealth, trade, sustainability, and digital/innovation. Each pillar is represented through Chinese mythical deities, influential entrepreneurs, and historical figures, linking tradition with modern ambition.
Global Message in Naming
“Behind the Bank” is a wordplay on “Behind the Mask”, suggesting that behind HSBC is a wide-reaching global network. The Chinese title “汇聚新面孔” means gathering new faces, reinforcing the idea of connecting with different people worldwide.
