HSBC / D&AD 2020

ILLUSTRATION LED AIRPORT ACTIVATION

Submission for the HSBC brief 2020: ‘Together we Thrive’.

Using an airport environment to showcase the core values of HSBC and the brands’s 5 pillars: Sport, Education, Trade & Commerce, Sustainability and Diversity & Inclusion. Using a flock of birds as a metaphor for flight and togetherness, the journey of the birds connected and resonated with that of travellers and used important locations around the world connected to the brand. For example the Bosphorus Bridge; Turkey connects Europe to Asia and symbolises the transport of commerce and business. The touch points chosen were key areas with major footfall; an airport lounge, Jet bridge and large billboard in terminal. Using watercolour and loose pen and ink illustrations ensured the visual feel was relevant to HSBC’s asian heritage/beginnings. Fluid, loose illustration was appropriate for the nature of its environment and metaphors.