People are redefining the meaning of wealth.
Can a bank do the same?

Gold 
Marketing Excellence Awards

Problem: With growing affluence around the world, people are beginning to believe wealth isn’t about how much you have – but how you can make the most of it. Unfortunately, they still think banks are focused on dollars and cents.

How we changed that: In collaboration with TED, we created Beyond Money, a platform for HSBC and the public to reassess the value of money and its impact on individuals and society as a whole. The integrated campaign brought together financial experts and societal leaders. Their combined insights helped create a better understanding of the changing financial needs of each country, as well as the social influences driving these changes.

Perspectives are shared online, encouraging more customers to focus on the things that matter beyond money. Inspiring the bank to adjust its products and services to suit these changing needs.