Challenge

HSBC is stepping up to provide financial services to people experiencing homelessness who are locked out of the banking system by raising awareness of its No Fixed Address Service.

Inspiration

In partnership with Shelter, Vicious Circle is a hard-hitting new campaign devised by Wunderman Thompson that seeks to break the cycle of disenfranchising people with no fixed abode, who often struggle to open a bank account, gain a job or access benefits.

Idea

The piece documents a disoriented woman who is rebuffed repeatedly by employers, bank clerks and government agencies, all for lack of a home address.

As this plays out, an incessant monotone chant of “No home? No address. No address? No bank account. No bank account? No job. No job? No home...” plays in a loop, highlighting the frustrations of a system that lacks the flexibility to adapt to individual circumstances.

The revolving nightmare only comes to a rest with a voiceover announcing that HSBC is working with charities such as Shelter to provide bank accounts for people experiencing homelessness.

Growth

As of 7th December 2021 there have been 1907 bank accounts opened for people who are homeless, through HSBC UK’s No Fixed Address Service.

HSBC UK 60 Sec Vicious Circle Stereo 1
Woman in distress in front of a yellow door
Man behind glass imitating a bank cashier

Please provide your contact information to continue. Detailed information on the processing of your personal data can be found in our Privacy Policy. (in particular the "How Do We Use It?" Section).

Awards

2022 Clio Awards

2022 Clio Awards

Partnerships & Collaborations


Bronze

2022 Clio Awards

2022 Clio Awards

Film


Shortlist

2022 One Show

2022 One Show

Film


Bronze Pencil

2022 One Show

2022 One Show

Film


Merit

2022 Webby Awards

2022 Webby Awards

Advertising, Media & PR


Nominee

2022 Webby Awards

2022 Webby Awards

Video


Nominee

2022 Caples Awards

2022 Caples Awards

TV & Video Advertising


Gold

2022 D&AD

2022 D&AD

Film


Graphite Pencil