HSBC - HSBC Global
In the future / J. Walter Thompson London
Rather than looking to the conventions of the investment banking category, inspiration for the HSBC 'In the future' campaign was taken from economic and financial magazine covers. They have a history of eye catching imagery to lure the audience and signify a richer story within.
Each execution is designed to feel like a magazine front cover, starting a meaningful conversation with the audience to continue across media.