The solution was to use the parking ticket as a media. And the brief was clear about what is changing in the world: emerging markets and money exchanging hands. With that in mind, we came up with the idea of making the parking ticket look like money bills from important emerging countries in the world: India, Brazil, Russia and China. Just like an ATM, people felt they were withdrawing money as if they were making money in another market. A great way to spread the message.

HSBC offices near the parking lots had a substantial increase of traffic. And mobile traffic to the website hsbc.com.br/nofuturo also increased, by approximately 9% in the period.