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HomeEquity Bank Empowers Canadian Homeowners with New Brand Platform that Empowers Retirees

After posting record mortgage numbers in 2017, HomeEquity Bank, providers of the CHIP Reverse Mortgage, announced the launch of a new brand platform today. Created in partnership with Zulu Alpha Kilo, the new brand introduces a redesigned logo, evolved brand positioning, a new visual identity, and a fully integrated campaign that is intended to set the brand up for continued long term growth.

“The Canadian population is aging and many homeowners feel that they have no other choice than to sell the house they love to finance retirement,” says Yvonne Ziomecki Executive Vice President – Marketing and Sales. “Our research has shown that 93% of people over 65 want to retire in their home. We’re tremendously excited about this new direction for our brand because it is about empowering Canadians to live the life they’ve earned.”

The work to kick off the brand relaunch encompasses both traditional and non-traditional creative executions. All of the work tapped into insights gleaned from national research, in speaking to Canadians aged 55+ about retirement planning. In one spot, we see a young couple encouraging their parents to downsize and sell their house before the parents have some fun with that idea by suggesting they move in with the young couple. Another ad shows an overly persistent real-estate agent approaching a house to convince an older couple to sell their home, before they take matters into their own hands. A third spot shows two young parents in front of a house talking about making an unsolicited offer, simply because the homeowner is older. The parents end up getting a lesson from the older, but spry homeowner who overhears the conversation.

To compliment the TV commercials, DRTV with hard hitting messaging, was also produced. In keeping with the brand narrative, the same on-camera characters were featured to help bring consistency throughout the consumer journey. Each execution plays a unique role in educating and empowering retirees to take back control of their retirement dreams. Rounding out the launch was a web site refresh, digital ads, and series of ambient executions that were designed to look like real-estate advertising but instead of speaking to selling or open houses, they use headlines such as: “SOLD On Staying Put.” Similar messages were also applied to tear away posters and door hangers that all pulled from the various executions by encouraging people to stay in the home they love.

“This is about empowering retirees,” says Zak Mroueh, Chief Creative Officer and Founder at Zulu Alpha Kilo. “There is a huge misperception about what it means to be retired. People feel patronized when they’re pressured into something they don’t want to do – like selling their home. We knew that these situations would be relatable to our audience and that we could really strike a chord with them.”

Strategy and creative was led by Zulu Alpha Kilo with media planning and buying by OMD and PR by Jacki Nelson of Nelson Connects.

About HomeEquity Bank
HomeEquity Bank, a federally-regulated, Schedule 1 Canadian bank, is the only national provider of the CHIP Reverse Mortgage™ solution. Founded 32 years ago, HomeEquity Bank has been helping Canadian homeowners aged 55+ access the value of the equity they have in their homes, maintaining ownership of their home, until they make the decision to sell. HomeEquity Bank has ranked on the Canadian Business and PROFIT’s 28th and 29th annual PROFIT 500 list, the definitive ranking of Canada’s Fastest-Growing Companies. HomeEquity has also been recognized as an Aon Best Employer – Canada 2017.


Client (Company): HomeEquity Bank
Clients: Yvonne Ziomecki, Vivianne Gauci, Joe Heale, Niary Toodakian, Carly Whittamore
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Patrick Scissons
Art Director: Shawn James
Writer: Irfan Kahn
Agency Producer: Jac Benoit, Teresa Bayley
Account Team: David Tremblay
Strategic Planner: Tim Hopkins
Media Agency: OMD
Media Agency Planner: Dwayne Mataseje, Mitchell Cornelisse
PR Agency: Nelson Connects
PR team: Jacki Nelson
Production House: Partners Film
Director: Michael Downing
Production House Producer: Gigi Realini, Jill Godbold, Shannon Barnes
Director of Photography: Barry Parrell
Casting Director: Steven Mann
Video Post Facility / Editing Company: Zulubot
Editor: Jay Baker
Compositor / Online: Eric Perrella, Sebastian Boros /Alter Ego
Special Effects: Eric Perrella, Sebastian Boros/Alter Ego
Animation: Ian Flaig /Alter Ego
Colourist/Transfer: Clinton Homuth, assisted by James Graham / Alter Ego
Colour / VFX / Animation Producer: Julie Neff / Alter Ego
Audio Post Facility/Music House: Eggplant Music & Sound
Audio Director: Rocco Gagliese
Producer: Nicola Treadgold
Engineer: Nathan Handy
Photographer: Shereen Mroueh

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HSBC’s New Global Airports Campaign Takes Flight

Stories of prosperity from across the globe will greet more than 900 million passengers travelling through the busiest airports this summer, with the new brand campaign from the world’s leading international bank.

HSBC’s new “Together we thrive” campaign is rolling out in five languages, across 17 airports in nine countries as the bank overhauls its iconic airport advertising for the first time in three years. HSBC has been advertising in the world’s leading airports since 2001.

With new creative featuring both global and local images, the campaign brings to life the bank’s role in connecting the world and helping customers and communities to thrive. At its heart is the bank’s signature hexagon, with 79 different versions featuring across the airports.

Each image uses the hexagon as a window into a thriving world, with local scenes bespoke to the cities and countries that HSBC serves; from the buzzing food scene of Hong Kong, to the innovative rooftop farming practices in New York and the community cycling initiatives across Britain.

From an initial longlist of 300 images, the hexagon visuals were chosen to reflect HSBC’s business priorities including trade, education, diversity and inclusion and sustainability.

The eye catching designs cover 1,500 air bridges and a huge 94 kilometeres of passenger walkways across both departure and arrival areas at major air transport hubs around the globe.

HSBC’s Group Head of Marketing, Leanne Cutts says: “As the world’s leading international bank, HSBC’s customers are truly global and nothing represents that more clearly than airports – the very places that connect people to opportunities. Our airport campaigns have caught the attention of millions of travellers across the world over the years and remind our customers that we are there to share their journeys with them. With global air traffic forecast to double to 14bn passengers per year by 2029, airports will continue to be a pivotal part of our marketing strategy.”

Speaking about the evolution of the brand’s iconic hexagon, Andrea Newman, Global Head of Brand at HSBC said: “The airports creative leverages the many different brand hexagons we have created around key themes that are important to our customers; such as sustainability, education, innovation and diversity and inclusion. The themes represent the global drivers and more local flavours of prosperity and the hexagons will be cropping up everywhere we have a presence, from airports to apps to stadium screens.”

Materials for the airport creative have been specially selected to be capable of enduring jet blast from aircraft engines, as well as the most extreme weather conditions – from a special adhesive used in Dubai to prevent artwork falling off walls in extreme heat, to a covering applied in Canada to stop materials from freezing and cracking in winter.

The Global Brand strategy and airports campaign was developed by Saatchi & Saatchi and utilises the new Brand identity developed with Turner Duckworth.

The campaign will appear in the following airports:
1. Hong Kong International
2. Shanghai Pudong
3. Singapore Changi
4. Dubai International
5. Paris Charles De Gaulle
6. Paris Orly
7. London Heathrow
8. London Gatwick
9. Toronto Pearson
10. Vancouver International
11. Calgary
12. Montreal Pierre Elliott Trudeau
13. New York JFK
14. Los Angeles LAX
15. Sydney International
16. Melbourne International
17. Brisbane International

HSBC Holdings plc
HSBC Holdings plc, the parent company of the HSBC Group, is headquartered in London. The Group serves customers worldwide from around 3,900 offices in 67 countries and territories in Europe, Asia, North and Latin America, and the Middle East and North Africa. With assets of US$2,652bn at 31 March 2018, HSBC is one of the world’s largest banking and financial services organisations.

• Title: HSBC Global Airports Programme
• Client: HSBC
• Group Head of Marketing: Leanne Cutts
• Global Head of Marketing – Wealth Management & Brand Communications: Andrea Newman
• Head of Integrated Marketing Communications – Global Brand & Sponsorships: Hamish Goulding
• Senior Marketing Manager: Georgie Elston
• Creative Agency: Saatchi & Saatchi
• Global Chairwoman and Chief Creative Officer: Kate Stanners
• Creative Directors: Scott Bradley, Clinton Manson, Mark Norcutt, Gemma Phillips, Mark Slack
• Art Directors: Dana Lim, Harriet Ronn, Ben Wight, Wenya Wong, Fabiana Xavier, Ivan Yeow
• Copywriters: Caitlin Breeze, Barney Spiro
• Head of Design: Bruno Di Lucca
• Designers: Nathan Crawford, Doug Foreman, Victoria Draisey, Tomek Drozdowski, Chris Jones, Kris Miklos, Steve Tinkler, Mark Rix, Patrick Schofield
• Chairman and Chief Strategy Officer: Richard Huntington
• Planner: Charlie Brenninkmeijer
• Managing Partner: Barbara Waite
• Account Directors: Emily Bennett, Alexandra Buckland
• Account Managers: Michael Ferdenzi, Valerie Ho
• Account Executive: Iona Murray
• Project Managers: Richard Blaxill, Rupert Simmonds-Gooding
• Print Producers: Melissa Arthur, Denise Bayse
• Art Buyers: Morag Jones, Beverley Lagna, Rebecca McClelland
• Moving Image Production: Saatchi & Saatchi
• Executive Producer (Moving Image): Simone Maggi
• Artwork Production: Prodigious
• Photographer (Bees, Clean Water, Lightbulbs, Sea Containers, Smart Cities, Shoes): Dave Rowland
• Photographer (Velodrome, Badminton, Chinese New Year, Lido, Glastonbury, Wimbledon): Paul Wesley Griggs
• Photographer (Grassroots Rugby, Women’s Golf): Nicky Loh
• Photographer (Urban Cycle, Parkour, Street Hockey): David Ryle
• Photographer (Dim Sum, Chilli Crab): Colin Campbell
• Photographer (Coffee): Matthieu Lavanchy
• Photographer (Hong Kong Food Truck): Michael Lee
• Photographer (Underprivileged Education): Sam Hicks
• Photographer (Ledger): Kevin Edwards
• Photographer (3D Printed Bike): Leon Chew
• Photographer (Bakery): Patricia Niven
• CGI (Bullion, Hollywood): Curious

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