HONG KONG — HSBC has unveiled a groundbreaking cinematic campaign, “Wealth. Growing at every stage.” starring the iconic Tony Leung Chiu-wai. This strategic initiative seamlessly merges artistic expression with financial acumen, presenting the narrative of wealth evolution through Tony Leung’s journey. This also symbolizes HSBC’s unwavering commitment to guiding clients through their wealth management journey, empowering them to grow at every stage.
The “Wealth. Growing at every stage.” campaign intricately weaves together the realms of artistic innovation and finance, depicting Tony Leung’s remarkable 40-year journey in a compelling narrative. Set against the dynamic backdrop of Hong Kong’s vibrant energy, the campaign positions HSBC as the premier wealth management partner, forging emotional connections with audiences on a profound and aspirational level.
The primary audience for this campaign is the diverse population of Hong Kong, leveraging the allure of cinema to engage and resonate with individuals who appreciate Tony Leung’s cinematic legacy. By immersing themselves in the cultural fabric of the city, HSBC aims to inspire audiences at various stages of their wealth journey.
HSBC adopts a multifaceted approach to amplify the campaign’s reach and impact. This includes the use of engaging trailer, teaser, and a series of social contents to provide insights into Tony Leung’s narrative and HSBC’s wealth management solutions. Strategic out-of-home installations at key locations, such as a full takeover of HSBC’s headquarters in Hong Kong, create a visually stunning spectacle to capture attention. An exclusive client event is designed to showcase the campaign’s emotional resonance and foster meaningful engagement. Collaborating with TVB for the broadcast of Tony Leung’s iconic film enhances brand visibility and cultural affinity. Furthermore, a planned second installment in 2025 ensures continued audience engagement, building upon the success of the current campaign.
The commercial cleverly integrates various references from Infernal Affairs, including nostalgic lines, the memorable rooftop dialogue, and a poignant scene where Tony Leung’s character seeks psychological therapy.
Cheuk Shum, Head of Marketing for Wealth and Personal Banking at HSBC Hong Kong, remarked: “HSBC is distinctive because countless customers have evolved with us at every stage, throughout history. Some started their journey with us by opening their first-ever savings account, then progressed with us to Premier, embarked on entrepreneurial ventures as CMB clients, ascended to Premier Elite, and ultimately established their legacy through Global Private Banking. This journey is beautifully captured through the experiences of renowned actor Tony Leung. The narrative you see now reflects our relationship with clients and Tony’s connection to Hong Kong. Working alongside Tony and his world-class crew, we were privileged to bring this story to life.”
Teaming up with renowned photographer and director Wing Shya, costume designer William Chang Suk-ping, and set designer Man Lim Chung, “Wealth. Growing at every stage.” emerges as a cinematic masterpiece, blending classic film techniques with a contemporary narrative that resonates with the essence of Hong Kong.
As the campaign unfolds, audiences are invited to immerse themselves in the rich tapestry of Tony Leung’s artistic evolution, intertwined with subtle nods to Hong Kong’s cinematic heritage. Through a deliberate rollout of content, events, and partnerships, HSBC aims to inspire, educate, and empower individuals on their wealth-building journey, fostering enduring connections within the community.
