JWT has launched a $300 million integrated global campaign for HSBC, with TV spots and print and outdoor ads pointing to a website, AdWeek reports (via MediaBuyerPlanner). The campaign, created with some 30 sister agencies contributing to the effort, retains the previous tagline, "The world's local bank," but asks consumers to share, online, their points of view on some half-dozen public issues.
For example, one TV spot features images from a wind farm, flashing descriptive words such as "beautiful" and "eyesore" or "alternative" and "necessary." The end of the ad suggests consumers go to YourPointOfView.com, where they can give their input.
The campaign launched in eight countries, including the U.K., Australia, Singapore and Mexico, serving as the main branding message from which regional ad efforts - also handled by JWT - will come. The effort will come to the U.S. and other countries in January.
Group M handles media buying and planning for the client; RMG Connect and 141 do direct marketing; and Landor Associates work on branding and corporte identity.
