Spikes Asia

Open to Art

MSL, Hong Kong / HSBC / 2023

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Case Film

Overview

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Credits

Overview

Background

The influx of digital banks in Hong Kong has caused traditional banks to lose market share, particularly among millennials and GenZ, all who see these institutions as outdated and irrelevant.

To combat this, HSBC wanted to launch a brand initiative that not only allowed this segment to experience something that mattered to them, but also cemented HSBC’s innovation bona fides.

Outcome

Year-round activities have generated over 10M HKD in media value, with artists, journalists and institutions alike celebrating HSBC for championing and invigorating the city’s art scene.

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