How to get youth into saving money? A grime music video

Insight
Gen Z. Everybody wants their attention and loyalty. When HSBC wanted to announce their first-in-the-UK student and apprentice bank accounts… they needed something cool.


Idea:
#ZEROREGRETS original song & music video by Lady Leshurr

We came to Lady Leshurr with the brief for a Snapchat song about living and planning for the future… she wrote the rest without needing to say HSBC or bank.

Playing with energetic moving illustrations and a minimal red, white and black solid palette, we united the film scenes of music video and apprentices at work with strong, powerful HSBC branding, without using their logo.

After you watched the film, you were served separate comms to inspire account sign-ups, which seemed to stand up with the audience.