70TH BIRTHDAY | HSBC

We were asked to create awareness around HSBC’s birthday, celebrating that HSBC has been in the UAE for more 70 years.

Creative Solution

When you invite people to celebrate your birthday, you serve them a piece of birthday cake.

HSBC’s ambition is to aid people in reaching their ambitions. 

Our idea: The Ambition Recipe: Ambition. It’s not a piece of cake. 

We invited the UAE to celebrate HSBC’s 70th birthday with a piece of cake.  Knowing that food recipe posts do extremely well on social and evoke curiosity, we documented the cake being made through a video. We walked our audience through the recipe of the cake, step by step. 

What they didn’t know is that while they thought they were  watching and listening to a video about a birthday cake recipe being made, they were actually listening to the process of achieving ambitions – with HSBC being the main ingredient.

Metaphorically, we created an inspirational and impactful video about achieving your ambitions told through the recipe of baking a birthday cake. 

The icing on the cake was when we surprised one lucky tweeter with not just a slice but an entire cake for him to celebrate with us.