With every new year, comes a familiar sense of determination to embark on a new journey of self-discovery, adventure and purpose – HSBC and its agency J. Walter Thompson built on this optimistic outlook for its One Step Closer campaign.
The hero film ‘One Step. Endless Possibilities’ was released on Facebook and was viewed more than 460K times in the 36 hours of its release.
The #OneStepCloser campaign, is a tribute to that one decision that makes all the difference, and to the first and each subsequent step that is part of every journey.
The campaign’s launch film follows a young woman as she ambitiously cycles on a demanding solo tour across a myriad of landscapes. Embracing new experiences along the way, each set-up captures a unique emotion from joy and pain, to determination and peace. The film’s parting message is a powerful reminder that wherever we want to be and whatever we want to achieve, it all starts with that one, important first step.
J. Walter Thompson’s storyline is not only an easy one to relate to but its grounded messaging seeks to evoke the viewer’s celebration of that one small step taken towards achieving the grand goal. In the current environment of caution and uncertainty, the film pays tribute to fulfilling ambitions via a game of hard-earned inches. The agency commissioned specially composed music to support the visual and emotional narrative, cheering viewers on to achieve their ambitions for tomorrow.
The online film is an integral component of a full 360-degree campaign that includes print, on-ground activation, digital activation and out-of-home. #OneStepCloser is the latest in a portfolio of strategically timed initiatives from HSBC, that demonstrate the bank’s commitment to bringing their consumers’ ambitions to life.
Aly Seif Al Nasr
Key 66 Productions