Client: HSBC
Date: Jan 2019
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A year on from introducing its 'Together We Thrive' brand promise and 'Global Citizen' TV campaign, Britain's biggest bank, HSBC, continues to demonstrate its view on the Brexit trade deal by sharing its internationalist vision.

'Together We Thrive' was launched ahead of Britain's departure from the European Union (EU). The tv campaign 'Global Citizen' starred The IT Crowd's Richard Ayoade who revelled in the influence that countries such as India, Colombia, Denmark, Germany and Taiwan have had on life in Blighty.

As the UK faces a deal or no-deal Brexit, HSBC has launched 'We Are Not An Island,' which once again celebrates elements of British life that are indebted to the nation's connections to the wider world - no matter what side of the political divide

Given Britain's banking system has been politically leveraged in the Brexit battle to demonstrate the UK's upper-hand over other EU countries, the opinion of big banks like HSBC is of utmost interest.

Since the shock Brexit referendum in June 2016, Britain's largest bank, HSBC, has been threatening to leave the UK 'indefinitely' or else threatening to move considerable business off-shore. Such realities make HSBC's campaign all the more poignant.

Created by HSBC's ad agency, J. Walter Thompson, the work is in response to the atmosphere felt by businesses and individuals, and it wishes its audience to look beyond Brexit, to remind them that as global citizens, we are part of something bigger.

The bank has released a number of copy-led print executions, which champion cities across the UK. The creatives state rallying cries which demonstrate that each city has international ties that help them to thrive.

Printed across the banks logo, Manchester's creative reads as such: "You taught the world how to split the atom, make a chip barm and not look back in anger. You are Manchester. Red and blue at the weekends but supporting every colour in pride."

"Because you're not an island, you're a hive that's part of something far, far bigger."


Agency: J. Walter Thompson

Client: HSBC