2017 Winners & Shortlists

Brief Explanation

‘Supporting Human Ambition’, HSBC’s brand positioning and tagline. HSBC invited the UAE to celebrate their 70th birthday with them. With celebrations comes birthday cake. So they served the great people of the UAE cake. To involve as many as possible, HSBC documented the cake being made through a video. From A to Z they walked their audience through the recipe of the cake, step by step. What the audience didn’t know was that while they thought they were watching and listening to a video about a birthday cake recipe being made step by step, they were actually listening to the process of achieving ambitions - and HSBC was a key ingredient. Metaphorically HSBC created an inspirational, motivating and impactful video about achieving your ambitions told through the recipe of baking a 70th birthday cake.