The Brazilian banking system is known for being very complex and bureaucratic. To open a regular checking account requires several visits to the bank and many documents.

HSBC Direct comes to make the relationship with clients more direct and simpler.It’s the first bank in Brazil that allows the costumer to open an account, ask for credit and invest by internet, telephone and ATMs, without ever going to a branch.The campaign’s tagline, “Direct like you”, highlights the main promiseand ends all the campaign executions.