Best of Show – Campaign

Open to Art

Taking home the coveted overall Best of Show – Campaign was Open to Art, and the team had its hands full winning four gold and three silver trophies.

Open to Art was launched to develop a campaign platform that positions HSBC at the forefront of digital art and culture, as well as to drive brand awareness and PR value via long-term activations and events.

The idea of the campaign was built on consumer research which uncovered that art, specifically digital art, was one of the fastest growing trends for younger consumers. The popularity of the Digital Art Fair and Hong Kong Art Fair’s digital installation among Gen Z and millennials was also very evident through HSBC's social listening.

As such, the team developed a year-long initiative that aimed to allow the entire city to both exhibit and experience digital art. As one of the largest banks in Hong Kong, HSBC has converted many physical and digital spaces, including events, branches, traditional media spaces and even virtual ones, into art spaces.

The brand hopes to drive relevancy between the bank and art by creating opportunities for the local community to enjoy these experiences in ways they otherwise could not, while also highlighting Hong Kong’s brightest digital creators.

As part of the campaign, the brand developed “Art of Progress”, a live multimedia installation in its wealth centres, using AI and historical data from the Hang Seng Index to create real-time art pieces in a traditional Chinese style.

It is also showcasing its billboards in high-traffic locations featuring both HSBC’s partnerships with M+ for the Kusama exhibition and local digital multimedia creators. The innovative interactive element has opened up a way where consumers can interact with the art, symbolising the spirit behind “Open to Art”.

Furthermore, HSBC has also collaborated with K11 in creating some of the world's largest NFT exhibitions, including turning K11 MUSEA into a guided tour of digital art. It has also developed an “Open to Sound” installation on the West Kowloon Waterfront Promenade, giving a live experiential sound experience to one of Hong Kong’s iconic water fronts.