Case Film

Presentation Image

Title	THE HOMELESS BANK ACCOUNT
Brand	HSBC
Product/Service	HSBC
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

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.