HSBC

Barangaroo Lion

Digital/Social/Outdoor

Opening a new branch and making a brand statement

How do you get a new branch to stand out in the financial district of Sydney? When you have to combat the head offices of major competitors, and most people are glued to their phones? Oh, and get across HSBC’s sponsorship of The Royal Botanic Gardens, their commitment to sustainable finance? So, you delve deep into the icons of the brand’s past and reinvent them for now.  

Creating awareness

We took part of HSBC’s heritage to life – their Lion – which has guarded branches since the 1920s, as well as being on every HSBC credit and debit card issued in Australia. And we literally bought it to life, created a living, 4-metre high, living Lion from over 5,600 plants. We also used social and posters to highlight HSBC’s positive stance on climate change – locally and globally.