A Different Point of View: HSBC

One ad campaign that resonates with me surprisingly comes from a bank. HSBC’s “Point of View” airport campaign is impactful, open-ended and sometimes humorous. The creative is unexpected and a strong example of a powerful voice, free of industry jargon that stands out from the hum of the marketplace.

The ads are an on-going series of poster-size images superimposed by a single word. The words are simple and describe two opposite extremes. Combined, the images and message are straight-forward yet open ended.

The most recent series features different images superimposed with the same word.

While simple in image and language, the campaign’s message is profound. It brilliantly acknowledges the reality of multiple viewpoints and interpretation of meaning. Embracing the notion of individuality, it gives consumers space to consider what motivates them, positioning personal differences and opinions as opportunities, not challenges.

While marketers struggle to “target” segmented audiences through blanket messaging, HSBC utilizes metaphor to cut through the din of broadcast marketing and speak to a broad audience in a highly individual way.