HSBC partnered with Pantone to officially launch “HSBC Red” — making HSBC the first bank to have its signature colour recognised in collaboration with Pantone. The brief challenged us to create a global, design-led campaign that would help HSBC own the colour red through storytelling, symbolism, and emotionally driven visuals.
We responded by creating a cinematic campaign centred around the idea that life is made up of chapters. Our film follows an older man looking back through a photo album of memories, from youth to retirement, with HSBC Red appearing as a constant thread throughout his journey. Through posters, outdoor advertising, and global travel hub placements, we positioned HSBC Red as a symbol of consistency, opportunity, and the moments that shape a lifetime — captured in the line, “Every chapter deserves to be read.”
