Challenge

To bring HSBC’s $1 trillion commitment to sustainability to life, our goal was to create awareness - not by simply telling as many as possible about it, but by showing as many people as possible what a greener future could look like.

Inspiration

During the UN’s global climate summit (COP26) we challenged ourselves to demonstrate the type of outside-the-box thinking required to actually achieve net zero. We knew the last thing the planet needed was another ad, so we engineered ours to help plant life thrive instead.

Idea

In partnership with LinkNYC, we mapped every billboard near greenspace in Manhattan. Then we turned all 80 locations into lightboxes that emitted blue light within the 400-500 nanometer range of the visible light spectrum, which has been shown to encourage chlorophyll absorption, photosynthesis and plant growth. The ads ran all over the city, including locations within viewing distance of the UN and embassies of COP26 participants.

Growth

In the end, our ads were able to have a positive effect on hundreds of nearby plants, flowers and trees throughout Manhattan. In addition to the over 22 million media impressions created by the ads themselves, the story was picked up by media outlets in both the United States and Canada, generating millions of additional impressions for the campaign.

Lifegiving Light
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Récompenses

2022 New York Festivals Advertising Awards

2022 New York Festivals Advertising Awards

New York City Award


SHORT LIST

2022 New York Festivals Advertising Awards

2022 New York Festivals Advertising Awards

Outdoor: Products & Services-Financial & Investment


SHORT LIST

2022 New York Festivals Advertising Awards

2022 New York Festivals Advertising Awards

FINANCIAL: Use of Discipline/Medium-Outdoor/Transit/Out-of-Home


SHORT LIST

2022 New York Festivals Advertising Awards

2022 New York Festivals Advertising Awards

FINANCIAL: Business to Business- Activation & Engagement


SHORT LIST

2022 New York Festivals Advertising Awards

2022 New York Festivals Advertising Awards

Outdoor: Best Use- Use of Data


SHORT LIST

2022 Cannes Lions

2022 Cannes Lions

Outdoor


Shortlist

2022 Creative Media Awards

2022 Creative Media Awards

Data


Best in Show

2022 Creative Media Awards

2022 Creative Media Awards

Outdoor Media


Best in Show

2022 Marketing Awards

2022 Marketing Awards

Billboard Single


Merit

2022 Marketing Awars

2022 Marketing Awars

Advertising


Nominee

2022 Obie Awards

2022 Obie Awards

Buzzworthy


Silver

2022 Obie Awards

2022 Obie Awards

Contextual


Silver

2022 Obie Awards

2022 Obie Awards

Street Furniture


Silver

2022 One Show

2022 One Show

Out of Home


Shortlist

2022 One Show

2022 One Show

Green Pencil


Shortlist