BRAND CAMPAIGN

HSBC: Wherever you hang your hat

The “Wherever you hang your hat is your home” campaign builds emotional connection by making students feel seen and supported. It positions HSBC as more than just a bank - it’s a global support system that travels with you, wherever you call home.

Concept

Moving abroad to study is exciting, but it can also be isolating. “Wherever You Hang Your Hat” reimagined HSBC’s logo as a hat - using it as a graduation cap to symbolise student ambition, belonging and the future. Wherever students may travel, with HSBC, they’re home.

Touchpoint

Appearing across everyday touch points from bus stops, social feeds and HSBC branches. This campaign redefines ‘home’ for international students and shows that HSBC is there for them, making their financial life easy in a new country and culture.