THE HOMELESS BANK ACCOUNT

Gold Eurobest Award

Case Film

Presentation Image

TitleTHE HOMELESS BANK ACCOUNT
BrandHSBC
Product/ServiceHSBC
Category F08. Market Disruption
Entrant WUNDERMAN THOMPSON London, UNITED KINGDOM
Idea Creation WUNDERMAN THOMPSON London, UNITED KINGDOM
Media Placement PHD London, UNITED KINGDOM
Production WUNDERMAN THOMPSON London, UNITED KINGDOM
Credits
Name Company Position
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
Amirah Hajat Wunderman Thompson UK Account Executive
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

Please tell us how disruption in your market inspired the work

Rates of homelessness in the United Kingdom have skyrocketed in the past ten years. Figures from Shelter, a local homeless charity, show that in 2019 at least 280,000 people were homeless, with almost 4,600 sleeping rough. Since then, COVID-19 has inflicted enormous economic hardship on the world. In the UK alone an additional 70,000 households have been made homeless since the pandemic began, with tens of thousands more at risk. Our competitors had responded by becoming nostalgic and inward-looking, harking back to ‘the good old days’, but there was a clear opportunity to stand for something different. We gave meaning to the bank’s values of OPEN and CONNECTED by demonstrating their commitment to helping everyone in the UK thrive. Having a bank account allows people who are homeless to receive wages and claim benefits – but along with an address, it keeps them connected to society’s system.