In Global Citizen, Richard Ayoade strides through a variety of scenes emphasising the international aspects of everyday British life.

He starts the day in a coffee shop with "A Colombian, a Guatemalan or a piping hot Costa Rican," and ends it with Chinese, Italian or Indian cuisine.

In between, he stops to appreciate German and Japanese cars, American movies watched on Korean tablets, Siberian dogs, Brazilian footballers, and Swedish flat pack furniture.

Emerging from a very British model village, Richard concludes by saying: "We live on a wonderful little lump of land in the middle of the sea. But we are not an island. We are part of something far, far bigger" before showing how the UK fits neatly into a puzzle of the world.

Set to Edward Elgar’s Nimrod and peppered with visual references of different countries throughout, the ad ends with HSBC's new global tagline "Together We Thrive".

We launched the 60 second film on TV, online, and in social media on January 1st 2018. As it was designed to be an emotional film, we also placed it in cinemas across the nation, even choosing to air prior to nationalistic films like ‘Darkest Hour’ (on Winston Churchill).

The campaign is supported by 10 second TV, print, outdoor, social and digital executions that further promote HSBC UK’s desire to help people prosper by highlighting its partnerships with The Princes Trust (helping young people into education and business), its £10bn Small Business Fund to help SMEs, and its sponsorship of British Cycling (with the aim of getting 2 million extra people cycling).

Despite most social media networks recommending that only 6 second videos perform on newsfeeds, our 60 second film saw view-through rates of over 50% with over 10.8 million views and a reach of 22.9 million across Facebook, Instagram, Twitter and YouTube – in the first 2 weeks.

Even more important for the brand was the positive buzz and sentiment it created. Over 60% of discussion was positive and we even received support from local government officials.

While many people saw this as a piece of content with a political message, the commentary from both sides of the Leave/Remain debate was incredibly positive. People who voted for Brexit saw it as proof Britain will thrive by connecting and trading with the whole world. People who voted against Brexit hailed it as emotional campaign that showed exactly why the UK needs to remain connected to Europe.