The Drum Awards for Marketing - Extended Deadline

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Client: HSBC
Date: Oct 2018
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Grey London has developed a campaign for HSBC UK supporting UK businesses. The campaign is led by a 60-second hero film called ‘Mind Your Business’ starring comedian Richard Ayoade in his third outing for HSBC.

The film features Richard delivering a rousing monologue to the nation. It begins on a park bench, with Ayoade reading a business newspaper, telling a dog peering round the newspaper to mind its own business. Richard then travels the length and breadth of UK, seeing how businesses that are open to new ideas, open-minded and open to new places and markets are best set to thrive. He finishes at the White Cliffs of Dover with a rallying cry that being open is good for business.

“The advert translates what our brand promise ‘together we thrive’ means for businesses and the message is simple: in times of uncertainty, being open and connected is key for businesses to thrive and grow.” Sarah Mayall, Head of Campaigns

Deputy Executive Creative Director Nick Rowland from Grey adds: “In a world of increasing barriers, this is the perfect time for a brand to celebrate the power of UK businesses embracing an outward and open attitude. And work with one of the UK’s star talents. And a dog.”

The work runs throughout the UK across TV, Print, OOH, Digital and social as well as via a podcast sponsorship. This is the third film in the series, following on from the two previous executions produced by JWT London. The media agency was PHD, with agency Sideshow developing social content.

Credits

Head of Campaigns, HSBC UK: Sarah Mayall

Senior Campaigns Manager, HSBC UK: Rowena Williams

Campaigns Manager, HSBC UK: Jayden Taylor

Head of Marketing for Commercial Banking, HSBC UK: Marion Sanchez

Marketing Manager: Rob Webster

Deputy Executive Creative Director: Nick Rowland

Creative Director: Andy Garnett, Dan Cole

Copywriter: Emma Thomas

Art director: Ryan Delaney

Agency producer: Madeline Smith, Thea Evely

Creative producer: Julia Parry

Planner: Hayley Sivner

Media agency: PHD

Media planner: Mandy Cross, Georgia Vine

Production company: Darling Films

Director: Adam Gunser

Producer: Kelly Doyle, Carla Terranova

Editor: Ben Stephens @ Final Cut

DOP: Nanu Segal

Post-production: The Mill

Soundtrack composer: Nick Payne & Joe Rice @ SixtyFour Music

Audio post-production: Munzie Thind and Gary Turnbull @ Grand Central