At RMG/JWT, I was the London ECD on this challenging financial account, working closely with Global Creative Director, Axel Chaldecott. Demanding though it was, we managed to bank wave after wave of award-winning work across all channels.
HSBC DM: DIRECT MAIL ‘NEWSPAPER FROM THE FUTURE’
Interested in carefully planning for your long-term financial future? Course you’re not. But this clever DM piece convinced thousands of apathetic people to do so. The idea of sending them a newspaper – from the future – was genius.
It made people think – it made the juries think, too. The team were Jake and Chunky.
HSBC: DIRECT MAIL ‘BLUEPRINT’
This piece drew attention to the fact that your house would need to grow as your family did. Very neatly crafted by designer Andrew ‘Whopper’ Carlisle.
HSBC ‘CHINA NOW’ EXHIBITION: 'ORIGAMI PIGEONS’ AMBIENT EVENT
This idea (for HSBC’s sponsorship of the China Now Exhibition at the V&A) was a fully integrated campaign. The ambient, though, deserves special mention. The insights were surprising facts. In this case, that it was actually China, not Japan, that invented the ancient paper-folding art of Origami. (I know, it's a shocker.) Before you could so much as fold a flapping bird, the creative team of Chris Chance & Lewis Bish had a flock of 5,000 origami ‘flyers’ roosting in Leicester Square. Unfold one and you got subsidised entry.
Thanks to some smart PR from Eulogy, we even made the ITV Evening News.
HSBC DM: DIRECT MAIL ‘FAIRYTALE’ – THE LOAN WITH A HAPPY ENDING
Never mind HAPPY ENDINGS this piece was a HAPPY BEGINNING. I’d just started at RMG and was assessing the existing creative department, hoping we had a craftsman amongst us. Lo and behold – we had two. A team called Jake and Chunky. This piece was reward – and rewarded – for the effort they poured into it.
HSBC: BANNER/MPU ‘RUBIK’S CUBE’
Puzzle: How do you squeeze an idea that lets the user interact with a digital Rubik’s Cube into a teeny, weeny 30K banner? Solution: get the tech wizard Howard Boland to write the algorithm. Creative team were the (much-missed) David Douthwaite and the (seldom-missed) Tim Noble.
HSBC: HOMEPAGE TAKEOVER.
MSN showcased this execution as a top example of ‘How to create an engaging homepage takeover’, which was a big compliment. The piece was also shortlisted at Cannes for the Cyber Lions. Thinking was from Simon Langford-Ely and Gary Fraser.
Another execution for HSBC’s annual ‘Green Sale’. Using the cursor-come-hand to tickle the Polar Bear was clever thinking from Simon Langford-Ely and Gary Fraser
HSBC: HOMEPAGE TAKEOVER
An elegant piece for HSBC’s annual ‘Green Sale. A homepage takeover charms and engages rather than offends and frustrates. By Simon Langford-Ely and Gary Fraser.