HSBC’s ‘Borders’ campaign, launched in the UK in 2021, serves as a continuation of the brand’s evolving narrative around inclusion and opportunity, building on the previous ‘We Are Not An Island’ platform. The campaign aligns with HSBC’s newly defined global purpose: “Opening up a world of opportunity.” By focusing on the barriers—literal and metaphorical—that limit access to opportunity within society, the campaign positions HSBC not just as a financial institution, but as a facilitator of wider social progress. This reflects a brand proposition centered on empowerment and removing obstacles for individuals and communities to reach their potential through financial services.
Strategically, the campaign taps into a societal insight that many people perceive systemic borders—whether economic, social, or geographic—that restrict their growth and ambition. By spotlighting these challenges, HSBC’s narrative approach personalizes the brand’s financial promise, making it relevant beyond traditional banking products. The use of film as a medium allows for emotional storytelling, reinforcing the brand’s role as a connector in a fragmented world. The target audience, likely comprised of individuals aware of or impacted by these societal divides, is engaged through relatable storytelling that underscores HSBC’s commitment to enabling access to opportunity. The creative angle—exploring borders that exist within society—differentiates the campaign in a competitive market where financial brands increasingly prioritize values-driven messaging. The modest digital engagement metrics suggest a niche impact, underscoring the campaign’s focus on meaningful, thoughtful positioning rather than mass appeal.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
This campaign is titled 'Borders' and centers around the idea of exploring societal "borders" to opportunity, which strongly suggests the use of metaphor or symbolism to represent barriers people face in finance or society at large. There is no explicit mention of a literal demonstration of banking services, direct testimonials, celebrity presence, or a classic story arc with product intervention. Instead, the campaign leans into visual or conceptual symbolism, using "borders" as an analogy for challenges, aligning directly with the Symbolize the Problem creative format as it embodies abstract obstacles, rather than literally depicting financial problems or directly contrasting competitors.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Barclays – Market Positioning
Barclays positions itself as a customer-centric bank focused on innovation and digital transformation. It leverages its strong UK heritage while offering comprehensive retail, corporate, and investment banking services. Barclays emphasizes technology-driven solutions and sustainable finance, aiming to build long-term relationships through personalized banking experiences and responsible business practices.
2. Lloyds Banking Group – Market Positioning
Lloyds Banking Group is positioned as the UK’s most trusted and accessible domestic bank, prioritizing simplicity, reliability, and customer service. It targets mass-market customers with a broad product range, stressing community engagement and financial wellbeing, while investing heavily in digital capabilities to enhance convenience and security for everyday banking.
3. NatWest Group – Market Positioning
NatWest Group focuses on supporting UK households and businesses with responsible banking that promotes financial education and inclusion. It differentiates itself through a strong commitment to sustainability and innovation, integrating digital tools with a human touch to empower customers and contribute positively to local communities and the wider economy.
4. Santander UK – Market Positioning
Santander UK positions itself as a challenger bank with a global backing, emphasizing straightforward products, competitive rates, and strong customer loyalty. It seeks to combine international expertise with local understanding, prioritizing digital accessibility, practical financial solutions, and social responsibility, particularly via initiatives supporting small businesses and sustainable growth.
5. Standard Chartered – Market Positioning
Standard Chartered differentiates through its focus on emerging markets and international banking expertise, offering cross-border financial solutions for businesses and affluent individuals. While UK-based, it leverages its global network to provide unique trade and investment services, emphasizing innovation, diversity, and sustainable development in its strategic approach.
Q: What is HSBC UK Borders about?
A: HSBC UK Borders is a 2021 campaign created by Wunderman Thompson for HSBC in the United Kingdom, positioned within the banking and finance sector. The campaign builds on HSBC’s previous We Are Not An Island platform and introduces the brand’s new global purpose: Opening up a world of opportunity. Through a film medium, Borders explores the visible and invisible barriers that limit access to opportunity in society, using evocative storytelling to prompt audiences to reflect on the obstacles individuals and communities face. The campaign seeks to position HSBC as a catalyst for social progress and inclusivity.
Q: What creative device does HSBC UK Borders use?
A: HSBC UK Borders employs the Symbolize the Problem format, as classified by Clapboard’s 12-format taxonomy. Rather than depicting financial barriers literally, the campaign uses metaphor and visual symbolism to represent the societal borders that restrict opportunity. This approach abstracts the challenges faced by individuals, making the message more universal and emotionally resonant. By leveraging this creative device, the campaign moves away from direct product demonstration or testimonials, focusing instead on conceptual storytelling that aligns with HSBC’s broader purpose-driven narrative.
Q: What is the campaign proposition for HSBC UK Borders?
A: The campaign proposition for HSBC UK Borders centers on the brand’s commitment to breaking down the barriers—both literal and metaphorical—that limit access to opportunity within society. By aligning with HSBC’s refreshed global purpose of Opening up a world of opportunity, the campaign positions the bank as more than just a financial institution, but as an enabler of empowerment and social mobility. Targeting audiences who are aware of or impacted by societal divides, the campaign underscores HSBC’s role in facilitating access and fostering inclusivity, making its financial promise relevant in a broader cultural context.
Q: How does HSBC UK Borders rank in Clapboard's archive?
A: HSBC UK Borders holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in HSBC's category?
A: In the UK banking and finance sector, HSBC competes with several major brands. Barclays is recognized for its customer-centric approach and focus on digital innovation, while Lloyds Banking Group emphasizes trust, accessibility, and community engagement. NatWest Group prioritizes responsible banking with a strong commitment to financial education and inclusion. Santander UK operates as a challenger bank, leveraging global expertise and digital accessibility, and Standard Chartered stands out for its international banking capabilities and focus on emerging markets. Each competitor brings a distinct positioning to the market landscape.
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