2010 GOLD

FINANCIAL SERVICES, PRODUCTS & SERVICES

MATH OF LIFE

HSBC, HSBC

Johanna Breman, SVP, Head of Brand Advertising, NA
Dawn Fichot, Communications Manager

JWT

Dinesh Kapoor, Creative Director
Michael Ashley, Creative Director
Natalie Kaufman, Copywriter
Thiago Cardoso, Art Director
William Charnock, Head of Account Planning
Erin Brownie, Account Planner
Lesli Bilgor, Business Director
Michael D'Angelo, Account Director

MINDSHARE

K&L ADVERTISING

Despite the global economic meltdown HSBC needed to stay on the planned growth track and bring new retail customers to the bank with the checking product PLUS BANKING. Instead of shying away from the recession, HSBC used it to shine a light on how their understanding of their customers truly set them apart with the idea: Math of Life. New account openings exceeded goal by 35%, bringing tens of millions of dollars in new deposits to the bank, as well as growing the health of the HSBC brand.