HSBC campaign encourages Singaporeans to spend more time with their families

J Walter Thompson Singapore has created a campaign for HSBC to remind working parents of the importance of family time.

It’s particularly germane to Singapore since a release from the agency, quoting Morgan McKinsey’s Working Hours Survey states that Singaporeans work the longest hours in the world.

The film involves asking parents what they’d do with time off and then their children weighing in on what they would like to do if they had a day to themselves.

We all work hard in Singapore. But if you had a day off, what would you do? We asked fellow Singaporeans and this is what they had to say.

Posted by HSBC on Wednesday, 7 November 2018

The multimedia campaign is slated to run across print, cinema ads, outdoor, social and digital with a microsite created for HSBC called family time. It coincides with Singapore school holidays and will continue until January 2019.

HSBC’s head of marketing – brand, retail banking and wealth management Eugene Kwek said: “We wanted to adopt a fresh approach to the launch of our refreshed HSBC Visa Platinum Credit Card which now delivers even more family-friendly rebates and offers. 

“With this card, we hope to make it even easier for families to spend quality time together and get rewarded for creating more great memories that they can cherish.”

JWT Singapore’s executive creative director Jon Loke added: “Family time has become more precious these days especially with so many people in Singapore working long hours.

“Through this campaign, we hope to spark a conversation with every parent on how family time is being spent, and how it could be even better, together.”


Executive creative director: Jon Loke

Creative team: Alan Leong, Alex Ohannessian, Julius Sim, Eston Tay

Business director: Judy Ang

Account & project management: Natalie Lim, Josh Lee, Celine Li, Sheereen Teo, Andy Soh

Head of planning: Ida Siow

Head of broadcast: Gerri Hamill

JWT  production: Vishant Tejwani, Deepa Limaye, Ian Ng, Benjamin Low, Debbie Wu

Director: Glenn Ng

Production house : Midlifecrisis Productions

Audio house: Neon Sound




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