HSBC is a globally recognised and trusted brand. Its international image has been built over decades, through campaigns that cemented HSBC’s position as “the world’s local bank”. But the brand’s international image is a double-edged sword.

While HSBC is a well-known global brand, HSBC UK competes with local high street retail banks. Its global scale and international credentials have led many UK consumers to believe that it is a bank for wealthy foreigners, and that it that doesn’t really care about the UK community.

Essentially, HSBC UK is seen by many Britons as “too big to care”.

The brief was clear: we needed to localise and humanise the brand by bringing its global purpose “opening up a world of opportunity” to life, in a way that makes a big difference in British lives today.