Letting a Lion loose in Barangaroo

CLIENT

HSBC

ACTIVITY

Branch launch/Activation/Social

PROPOSITION OF WORK

Creating awareness of HSBC’s new branch in Barangaroo

CHALLENGE

Our brief was to announce the opening of the new HSBC Barangaroo branch, which is found in Sydney’s new financial district. It’s a cluttered, busy environment where most people are absorbed in their phones rather than the surroundings.

OUR APPROACH

To grab people’s attention, we created something you couldn’t miss – the HSBC Barangaroo Lion.
At 4 metres tall and made from 5,600 plants that are nurtured with recycled water, the Lion is not only a nod to HSBC’s history but is a living, breathing symbol of HSBC’s stance on sustainability.

ROLL OUT

Over a 5-week period, the Lion was supported by an in-Link teaser campaign followed by the Lion’s installation. It was then promoted by Geo-targeted mobile, in-Link advertising, out of home media, and unique stories featured on Instagram.

Featured in mumbrella, B&T, and jamieduriesgroundswell

B&T Awards Shortlist Best Out of Home Campaign