In a New Year initiative, HSBC reached out to the simple human desire to ‘do more, be more and achieve more’. At dawn on January 1, with stands set up around Dubai at the beach and on cycling and walking routes, the bank left gifts focused on enhancing everyday routines – a bicycle, a surfboard, headphones etc. – for the first person who happened to see them. The campaign, which has been released in a video called ‘First on 1st’, was a token of encouragement from the bank towards achieving personal aspirations.
Project: First on 1st
Client: HSBC UAE
Agency: J. Walter Thompson Dubai
Chief creative operations officer: Chafic Haddad
Managing director: Sabry Mohammed
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