HSBC soars in stunning elevator film

by The One Centre

11

June, 2015

11th June 2015

HSBC has launched a film to promote its business banking services, and it might just be one of the best brand films you watch this year.

It’s never just business. That’s the message behind a stunning new film from HSBC. It’s part of a major global campaign from the bank, which aims to explore the human side of running a business – the people and ambitions behind the numbers.

The film depicts the many challenges of starting a company from a start-up to a multinational corporation.

The 90-second film follows the 40-year career of one businessman from the launch of his company in 1974 to the present day.  The film depicts the growth, the challenges, the failures and the successes of the businessman and his company as it grows from a start-up to a multinational corporation. And the entire story takes place in a lift.

The fashion, hair styles and décor changes, and we watch as our businessman ages, as the lift continues on its journey up, and sometimes down, the building in a superb metaphor for the journey of a business.

In a beautiful example of showing rather than telling, ‘The Lift’ features no dialogue or narration. It is storytelling at its best. It was created by advertising agency Grey London and Gary Freedman of The Glue Society through Independent Films.

 

“Yes, it’s a lift journey but it’s the most extraordinary lift journey in the world.”

Nick Rowland, Creative Director at Grey London, said, “The lift 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 the events in the lifecycle of a business. Yes, it’s a lift journey but it’s the most extraordinary lift journey in the world.”

This film is a mesmerising masterpiece. It is a superbly crafted piece of storytelling that succeeds in telling a very human story. The beauty of the film lies in the simplicity, which leaves the viewer room to project their own emotions onto the story.

The strategy for HSBC is evident: To make the big corporate bank feel human. But more specifically this is a business banking ad. The aim of the ad is to appeal to small businesses, start-ups and entrepreneurs and HSBC has identified that the key to these businesses is the people behind them. Sure there’s nothing new in the insight, or even the strategy, but where HSBC really differentiates the brand is in the execution.

The new and bold direction by turning to emotive storytelling has certainly paid off.

We are all too familiar with the usual bank ads that target small businesses, the ones where we meet the florist or the shoe designer and we learn all about how they got started and the role their bank manager played. These ads are so common they basically write themselves. HSBC and Grey have sought to take a new and bold direction by turning to emotive storytelling and it has certainly paid off.

“The restriction allowed us to really develop creative, often unexpected, ideas.”

Gary Freedman of The Glue Society says: “This is about the journey of a business but at its core, it is a human story and very much centered around a main character, covering all the emotional ups and downs of his life. Telling such an expansive story within the confines of a lift was a very interesting challenge, but that restriction allowed us to really develop creative, often unexpected, ideas.”

The film, which launched yesterday, is attracting a lot of attention and will no doubt benefit from the obvious comparisons to Mad Men, which had a fondness for elevator scenes. The positive awareness and attention for the film is much needed, given the brand has made a lot of headlines recently for all the wrong reasons, from dodgy dealings to mass layoffs. Many have questioned the ironic timing of an ad about people launching on the day the business announces plans to axe 50,000 jobs.

 

Credits

Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup

Categories

Share

Share on Facebook
Share on Twitter
Share on Linkedin
Share via Email

Related Stories

Products

Behind the meteoric rise of the world's biggest vaping brand JUUL

Environments

Cult Korean eyewear label Gentle Monster takes on London

News

The One Centre presents the brands disrupting the world at ONEtalks

Technology

Uber has a better way to map data – and anyone can use it

Products

Forget ‘stoner’ – MedMen is taking marijuana mainstream

News

Four pillars of brand success – John Ford writes for Startup Daily

Collaborations

Virtual celebrity Lil Miquela partners with Japanese label Ambush

Content

Oakley’s ode to obsession

Advertising

"Will finds a way" with Under Armour

Environments

Kengo Kuma is purifying the air at Milan Design Week

Architecture

Facebook is building Willow Village. Would you live there?

Advertising

Apple recruits Spike Jonze to welcome you home

Products

Dot Watch is disrupting the Braille market

Architecture

Is Hyundai Pavilion the darkest building on earth?

News

The One Centre presents ‘Disruption Needs Construction’ at Sydney Design Festival 2018

Environments

Nissan brings its tech to life with self-driving slippers

Content

Outdoor apparel brand Patagonia to sue the Trump administration

News

The One Centre is hiring creative directors. Here’s our manifesto.

Environments

Tiffany & Co brings Breakfast at Tiffany’s to life with luxury collection

Music

Behind the scenes of OK Go’s ‘Obsession’

Content

The North Face combines daydreams and free skiing stunts in a mesmerising film

Technology

Nike is fighting bots with augmented reality

News

"The only way is up" - John Ford writes for Mumbrella

Architecture

Fashion house Yves Saint Laurent opens a museum in Marrakech

Content

Volkswagen explores the father/son relationship in an emotional film

Technology

Meet Norman, a WebVR tool for doodling in space

News

“Give Dove a break” - John Ford speaks to CMO magazine

Advertising

Guinness saddles up Compton Cowboys for latest Made of More film

Environments

Minimalist Japanese brand Muji expands empire with fresh food market

Technology

Teenage Engineering

Art & Design

A forest where gods live

Products

Louis Vuitton teams with Supreme for ultimate brand collaboration

Technology

Technological Nature

Technology

Playful Palette

Advertising

Nike creates graphic feast for Air Max

Advertising

Volvo returns to safety positioning in masterpiece film for the new XC6O

Products

Ikea to employ Syrian refugees in social sustainability project

Content

Screens of the future

Architecture

Apple’s extravagant new campus brings brand values to life

Products

Transformative Appetite

Entertainment

Dove launches Real Beauty Productions to tell stories of real women

Technology

Rapid Liquid Printing

Special Review

The brands coming out to support the LGBT community

Entertainment

Abstract. The Art of Design

Advertising

Target creates mini-musical spectacular for Christmas

Art & Design

Nissan creates mobile workspace

Advertising

Lincoln Motor Company taps Annie Leibovitz for campaign

Experiences

Braun creates hypnotic installation for London Design Week

Entertainment

BMW Films returns with an explosive short film

Experiences

Adidas Republic of Sports launches in China

Technology

Convert the world around you to Pantone with the new Pantone App

Experiences

Moleskine opens a cafe for creatives

Advertising

We're the Superhumans: Channel 4 returns with film series

Products

Activewear brand Lululemon expands into beer

Experiences

Tiger Beer launches NYC pop-up store to showcase best of Asia

Advertising

P&G rolls out strong film in ongoing Thank You, Mom campaign

Products

Ikea launches brand collaborations

Products

Adidas creates sustainable shoes made from ocean plastics

Content

Google launches 360-degree interactive animated short film

Music

Coca-Cola makes music with W Hotels

Advertising

Save The Children returns with harrowing refugee film

Art & Design

COS creates "show-stopping" installation

Environments

Uniqlo aims for Utopia with flagship store relaunch

Technology

McDonald's transforms Happy Meal toy into VR experience

Architecture

Samsung launches immersive brand experience store

Entertainment

Lo and Behold: Netscout launches branded film at Sundance Film Festival

Art & Design

Burberry teams with Apple to launch dedicated Music channel

Experiences

Apple Watch creates blooming installation at Selfridges

Experiences

Nike targets women with luxury workout experience

Art & Design

HSBC soars in stunning elevator film

Experiences

The Four Seasons Jet is the ultimate brand experience

Experiences

Savage Beauty: Iconic Alexander McQueen honoured in exhibition

Content

Samsung film is a beautiful tribute to the power of technology

Experiences

Converse creates global exhibition to celebrate iconic shoe

Experiences

Leica and Moncler create Monumental exhibition

Advertising

Wind Mobile celebrates human connections

Products

Lego targets architects with new product range

Products

GE revives iconic Moon Boot to celebrate role

Experiences

Nike's ‘Phenomenal’ World Cup experience

Architecture

Louis Vuitton Museum: a new level of branded art

Experiences

GQ to groom men with branded barbershop

Experiences

BMW's iconic Art Cars Project launches global tour

Art & Design

Chipotle turns to literature in new project

Entertainment

Cornetto spreads the love with film series

Music

Stella hits high note with Chalice Symphony

Experiences

NRMA opens Crashed Car Showroom

Content

Intel urges audiences to 'look inside' in film series

Content

Net-A-Porter launches glossy print magazine

Entertainment

The Lego Movie hits cinemas worldwide

Advertising

Guinness creates short film 'The Sapeurs'

Products

Dom Perignon and Jeff Koons create art

Content

Patagonia film celebrates the stories we wear

Experiences

Louis Vuitton's controversial exhibition

Advertising

Chipotle wages war on Big Food

Content

AT&T's brutal new film to stop texting and driving

Content

BA tugs the heartstrings with Visit Mum film

Advertising

Leave the world behind with Volvo

Content

IBM & The World's Smallest Film

Environments

Burberry merges digital and physical worlds

Advertising

Iconic landmark is on song with The Ship Song

Entertainment

Bond's Skyfall is ultimate branded entertainment

Entertainment

Red Bull goes Stratospheric

Experiences

Audi showcases the future in Spheres

Entertainment

AT&T unveils transmedia experience Daybreak

Experiences

Google experiments with art and science

Experiences

GE asks Australians for Two Words

Music

Coca-Cola Moves to the Beat of London

theONEcentre

Strategy + Artistry

Ground Floor,
71 York St
Sydney NSW 2000
T +61 2 8096 9700
hello@theonecentre.com

for updates on The One Centre Group and our publications.

Back to top

theONEcentre

Strategy + Artistry