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.”
Credits:
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
This topic has been done to death. Can’t Singapore clients and creatives come up with anything more original?
Hey, advertising company, we’ve come up with a new pizza tpping.
Singapore Agency: Ok, imaging this, your old mother is sitting at home alone, hungry. It’s stormy and wet. She’s stranded in the house…
The words form both the client and agency are just .
Singapore, land of the abandoned parent.
ReplyLooks so fake and staged. The cringe factor on this is high.
ReplyI am a planner and I approve this message.
ReplyWhat an incredible insight. Never heard that one before. Groundbreaking stuff.
The creative is nice and original as well. Will really make me remember the brand. (Which bank was it again?)
And to top it off – a microsite! (Which of course nobody will visit. Ever. But it will look nice and shiny).
Great stuff.
Hey, HSBC, ever get the feeling your agencies are taking you for a ride?
ReplyWhat is about the singapore environment that gives rise to such robotic performances? At least the thais mix it up with a bit of humour.
My favourite line in the script was the expat husband who said….”if i had a day off I would use it to organise my thoughts”.
Organise my thoughts….LOL
ReplyTo be fair, that is very HSBC.
Very HSBC.
ReplyYo bruv, he clearly said “organise my closet”. Listen.
ReplyAlso very HSBC
Very much so
ReplyThat sounds even worse.
ReplyThe moment they take a seat and the music starts you think, haven’t I seen this before. Such unimaginative dribble. How wasteful it is on so many levels to bother making something like this.
ReplyOh, the emotional interview on the couch. Again. It’s no wonder all the young talent is leaving our industry if this is what the world’s local bank and JWT can come up with.
ReplyI hope they used their “ethnographic methods” to actually improve the product – looking forward to new perks on HSBC that actually reflect stuff I want to do with my family instead of the same dreary “get an extra serve of [Edited under Mumbrella’s community guidelines] when you use the HSBC credit card”…
Oh it doesn’t? The product team don’t speak to the marketing team? Oh. Ok, can I tell someone what I want then, or will you just make ads out of it?
ReplyHave your say