GLOBAL – HSBC and Saatchi & Saatchi have launched a new global campaign to support the bank’s international golf sponsorship portfolio which supports all levels of the game from grassroots to elite.
Golf is quickly changing; with fresh audiences and new players from all over the world. HSBC’s ambition is to open up the world of golf and the ‘Anyone’s Game’ campaign is designed to bring that to life. The campaign broke on TV from 30th October across Pan-Asian countries, prior to the WGC-HSBC Champions in Shanghai. A 60” film made for YouTube, plus digital, print and outdoor will launch globally ahead of the Abu Dhabi HSBC Golf Championship in January.
The campaign will support the HSBC golf portfolio, promoted in social channels via @HSBC_Golf and brought to life at their interactive villages at flagship events.
The campaign was produced in Chile and Shanghai with Director Scott Lyon and Photographer Dean Rogers. Andrea Newman, Global Head of Advertising and Marketing at HSBC said: “HSBC’s golf portfolio covers a wide range of activity from Patron of the Open – the sport’s oldest tournament and trophy – through to our own flagship golf tournaments in Asia, the UAE and Brazil.”
“We are also investing in grass roots programmes in the UK and China to help unearth future global superstars of the game. Anyone’s Game is a campaign that recognises the changing shape and influence of the game of Golf around the world,” Newman said. Kate Stanners, Chief Creative Officer, Saatchi & Saatchi London Group, added: “We’ve taken golf out of the club house into the real world, making it feel as popular, accessible and fun as more mainstream sports like football – and showing that golf really can be Anyone’s Game.
CREDITS
TITLE: Anyone’s Game
CLIENT: HSBC
ADVERTISING AGENCY: Saatchi & Saatchi London
EXECUTIVE CREATIVE DIRECTOR: Kate Stanners
COPYWRITER: Gemma Philips
ART DIRECTOR: Mark Slack
PLANNER: James Hillhouse / Enni-Kukka Tuomala
ACCOUNT HANDLER: Mark Boyd, James Barker
PRODUCER: David White
MEDIA BUYING AGENCY: Mindshare
MEDIA PLANNER: Amy Keaney
PRODUCTION COMPANY: Outsider
DIRECTOR: Scott Lyon
EDITOR: Art Jones, Work
PRODUCER: Zeno Campbell-Salmon
POST-PRODUCTION COMPANY: Electric Theatre Collective:
Aubrey Woddiwiss – telecine
Ant Walsham – flame
Lee Pavey – producer
AUDIO POST-PRODUCTION COMPANY: Anthony Moore Factory: Anthony Moore – sound engineer
EXPOSURE: Global TV, online, print
