Title | VICIOUS CIRCLE |
Brand | HSBC UK |
Product/Service | HSBC |
Category |
G08. Market Disruption |
Entrant
|
WUNDERMAN THOMPSON London, UNITED KINGDOM
|
Idea Creation
|
WUNDERMAN THOMPSON London, UNITED KINGDOM
|
Media Placement
|
PHD London, UNITED KINGDOM
|
Production
|
KNUCKLEHEAD London, UNITED KINGDOM
|
Credits
Steve Aldrige |
Wunderman Thompson UK |
Chief Creative Officer |
Mike Watson |
Wunderman Thompson UK |
Creative Director |
James Humphreys |
Wunderman Thompson UK |
Creative |
Craig Hunt |
Wunderman Thompson UK |
Creative |
Claire Chislett |
Wunderman Thompson UK |
Business Director |
Luke Thornton |
Wunderman Thompson UK |
Account Director |
Olivia Taylor |
Wunderman Thompson UK |
Account Manager |
Omar El-Gammal |
Wunderman Thompson UK |
Strategy Director |
Eleanor Metcalf |
Wunderman Thompson UK |
Strategists |
Tom Lawrence |
Wunderman Thompson UK |
Producer |
Graham Channon |
Wunderman Thompson UK |
Designer |
Bryan Riddle |
Wunderman Thompson UK |
Designer |
Sonny Botero |
Wunderman Thompson UK |
Agency Producer |
Max Cain |
Wunderman Thompson UK |
Account Manager |
Yoshi Okubo |
Wunderman Thompson UK |
Designer |
David Howard |
Wunderman Thompson UK |
Designer |
Write a short summary of what happens in the film
We dramatised the repetitive struggles the homelessness face when they can’t access the financial system.
We used the largest revolving stage in the UK to do so. On it, we placed a central homeless character who bounces between the minimalist set pieces of an estate agent, a bank teller, and an interview panel repeatedly as she tries to escape her situation.
With each rotation, her performance becomes increasingly distressed as an emotionless voice narrates the cycle of financial exclusion: "No home? No address. No address? No bank account. No bank account? No job. No job? No home." Emphasising the bureaucratic roadblocks that continuously prevent the narrative from changing.
A repetitive audio track (which begins skipping towards the end) and the stark look and feel of the
Please tell us how disruption in your market inspired the work
Brand perception studies showed that people strongly associated HSBC with being global and with wealth management. In short, they perceived HSBC as a bank for wealthy foreigners. At the same time, our research told us that our target audience strongly values creating greater social inclusion.
The disconnect between these two things formed the basis of our approach. We needed to find a way to reframe HSBC UK’s perceived internationalism. Making it less about geography and more about the values of a worldly, open, and connected Britain.
To do this, we started with one of the most vulnerable and overlooked groups in the country at the moment – the homeless. Demonstrating through the No Fixed Address Service that HSBC UK is committed to creating opportunity for everyone in the country regardless of their gender, sexuality, place of birth, social class, employment status, physical capability, or living situation.