HSBC is a global bank. To support the launch of its new technology division, the bank worked with the now defunct advertising agency JWT, where I held an ongoing freelance booking.

The challenge

HSBC was launching a new technology division and needed to bring people with it. The launch had to do more than announce something new: it needed to rally both customers and employees behind the future vision the bank was creating.

The solution

During my summer-long booking at JWT, I wrote several manifesto-style 60-second scripts for HSBC. Each script was written to support the launch of the technology division, setting out the bank's vision for the future in a way that customers and employees alike could get behind.