The Brief
HSBC Premier is an executive bank account that gives you preferential service as well as a range of privileges and rewards. Targeting the increasing number of global expats and business people in the East Asian Region, they wanted to communicate that HSBC had solutions to their unique banking needs. As the group's premium financial services product, benefits and qualification criteria typically require deposits and investments of at least $100,000, £50,000, or €100,000, or a mortgage of at least $500,000 or £250,000. Customers have a dedicated relationship manager, global 24 hour access to call centres, and preferential rates.

The Proposition
Knowing that international clients often work in more than one market, I used the theme of destinations to fit in a campaign within the "Latitudes" creative framework that has been established in previous campaigns.