With nationalism on the rise, globalism needs a champion.
HSBC is ready to serve.
“We are not an island” celebrates elements of British life that are indebted to the nation’s connections to the wider world.
HSBC is one of the largest banking and financial services organizations in the world, with operations in 66 countries and territories. Therefore, their globalist message–created by the Wunderman Thompson–is on target and on time.
Just Say Know
Not everyone sees the charm in these new financial ads.
Liberal 'diversity' yet again quickly exposing itself as mere consumerism whereby ancient and profound cultures are reduced to products casually tossed into the same shopping trolly. The real message: cultures don't matter, the global economy matters. pic.twitter.com/zXTeV9eZuo
— Sebastian Milbank 🥀 (@JSMilbank) January 3, 2019
I don’t believe ancient cultures have been reduced to products in these ads. I do believe that anti-corporate forces have every right to beware and that advertising at its worst can mask, not reveal a company’s true identity.
Be Part of Something Bigger
From a purely creative point of view, the copy here is a smart way to express what is true and in need of expressing—that we’re all in this together. The Earth is filling up with people fast. We can remain in our clans and fight for limited resources as we’ve done for eons. Or we can be smarter than that and recognize that corporations are clearly part of the solution and, to the critic’s point, part of the problem.
There are also critics who are not in favor of brands taking overly political stands. I reject this thinking on these grounds: brands are reflections of the customer communities they serve.
It’s the agency’s job to hold that mirror up high for all to see.