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By John Glenday, Reporter

June 10, 2015 | 2 min read

Banking giant HSBC is seeking to challenge negative public perceptions of the banking industry through the rollout of a global advertising campaign charting one man’s journey from 1974 through to the present day.

Created by Grey London 'It’s Never Just Business' tells the story of the individual from the launch of a small start-up to the creation of a multinational corporation, all within the claustrophobic confines of a lift.

As the elevator ascends various scenes play out reflecting wider changes within the business, including deal making, arguments and even an office romance.

Nick Rowland, creative director at Grey London: "The film is really a metaphor for the journey of a business and the people that run it. It takes us through time, and you get to see and feel events in the lifecycle of a business. Yes, it’s a lift journey but it’s the most extraordinary lift journey in the world."

Directed by Gary Freedman of The Glue Society the deceptively simple film required painstaking attention to detail from costume and set designers to ensure a suitably authentic representation of the era as the elevator climbed its way through time and space.

The campaign comes as the bank has revealed plans to exit the UK.

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