A brand philosophy in action.

[ campaigns ]


In an increasingly homogenised era, HSBC stands out as a global brand that understands the value of difference in the world. This campaign brings that philosophy to life beyond the words of a tagline – a celebration of the world and all its richness, no matter your point of view.


I art directed and co-wrote this campaign, as part of the key team at JWT London, working under Axel Chaldecott. As part of the project, I designed the initial OOH and airports media format ~ Heathrow, JFK & Narita ~ setting the stage for a now famous media campaign. The work appeared across 26 local markets and ran in 19 languages. The campaign was localised, with scores of bespoke poster executions developed by various JWT teams around the world.














© 2019 Damian Totman