2009 Winners & Shortlists

The Brief

The HSBC Platinum Credit Card Welcome Kit is given to all those who apply for the Credit Card. The problem was nobody was reading it or going through it despite the fact that it had all the necessary and important information regarding the card and the numerous offers inside.

Creative Execution

The redesigned HSBC Platinum Credit Card Welcome Kit is no more a boring information dispenser. It is a beautiful storybook instead full of visual narratives about the various HSBC offers with funny and quirky twists to each.

Describe the creative solution to the brief/objective.

The previous design of the Welcome Kit was ignored – essentially because it was dull and boring. We had to make it interesting enough for people to read through it. We redesigned the entire Welcome Kit by bringing on board an extremely talented artist from Egypt. In the new version we had illustrations that had relevance to each of the sections, telling little stories, surprising people as they go through it. We also made an effort that every time people see the Welcome Kit they will find something new, something they had missed the previous time.

Results

We have received feedback that consumers love this new Welcome Kit. And they actually read the content inside as it is very entertaining and interesting for them.