2016 Winners & Shortlists

The Campaign

The film depicts a charismatic tour guide giving a small group a tour around The Museum of Procrastination. From unused gym membership cards and unfinished novels to musical instruments barely played, the rooms and displays in the museum act as symbols for the dreams we give up on and the ambitions we leave unexplored. The film’s protagonist is a young woman named Ellie, who, after being guided around the Museum, has a moment of reflection about the ambitions she never pursued. From the dream-like museum we suddenly cut to her at her desk at home seemingly inspired, she picks a previously discarded idea out of the waste paper bin, as if about to start turning her dreams into reality.

Creative Execution

This film, called ‘The Museum of Procrastination’ follows the roll out of HSBC’s new global brand positioning: ‘Supporting Human Ambition’. The new strategy seeks to inspire people to realise their hopes, dreams and ambitions, and for the brand to be a natural partner to support them on their journey. The light-hearted and playful film features a group of people being shown round the awe-inspiring ‘Museum of Procrastination’ by a charismatic guide. Five bespoke set designs were built to follow the narrative of the story: a strange place of wondrous rooms and magical displays, symbolising good intentions that were never realised. The film recognises and champions ambition: with values, purpose and customer understanding at the heart of it. It rolled out on TV, cinema and across 7 major international airlines.