HSBC Lowe retrospective
Submitted by Dabitch on Mon, 05/31/2004 - 14:39.
It was rather sad news to hear that HSBC ended their contract with LOWE, and instead hired WPP, presumably to have more of a global agency to overlook the global account. Here's a look back at some of the commercials that Lowe did for HSBC.
HSBC was well on it's way of becoming a great global campaign, with all of Lowe worldwide adding their two cents to the campaign. Lowe Bull South Africa came up with the original pitch-winning-idea for the Symbols commercial. The line 'The World's Local Bank' was co-crafted in New York and London, while many of the more notable print ads and commercials were created in Asia-pacific and Latin America. Whatever WPP do for the account, the bar has been raised quite high, both in global agency co-operation, creativity and campaign consistency.
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Please please don't let WPP drop the "World's local bank"-thought. It's perfect.
Question is: is it possible to use it in many other ways than those already done? I would say that the tag is good but maybe they should change the concept round it? I think it's refreshing for a brand changing creative platform from time to time.
Stuff was ho-hum from the start.
But methinks it being a bank and all may be why the work is overrated.
Wanted to share this link - someone rags on this campaign ins a rather funny fashion. Such trite superficialities include, for example, the different shapes of the American and British football (a surprise to absolutely nobody), the fact that the Japanese read books from right to left (gosh mister bank! what amazingly obscure facts you know!) and that insects westerners may regard as pests are sometimes eaten, in countries like Thailand. Which is true (as every schoolboy knows), but it
Hey does anybody know who the woman in the HSBC Chrysanthemums ad is? you know the one in Italy! She's beautiful!