First on 1st
HSBC UAE
Issue 38 | March 2016
Agency
JWT Middle East Africa
Creative Team
Chief Creative Operations Officer: Chafic Haddad Creative Directors: Gautam Wadher, Akhilesh Bagri Designer: Mahesh Powar
Production Team
Agency Content Producer: Aly Seifelnasr Head of Print Production: Jaafar Atwi Production House: Déjà vu
Other Credits
Managing Director: Sabry Mohammed Senior. Account Director: Nermine Barrada Account Manager: Zeina Saab Senior Account Executive: Roula Hajjar Account Executive: Nabil El Kourdy
Date
January 2016
Background
In a New Year initiative with a difference, the HSBC 'First on 1st' video reached out to the simple human desire to do more, be more and achieve more.
When the rest of the world preferred to sleep in, party on or remember the year that was, HSBC paid tribute to those who instead, resolved to start the year on a different note.
Idea
At dawn on January 1st, 2016, 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 cycle, a surfboard, headphones and the like, for the first person who happened to see them. Early morning fitness enthusiasts were curious, even in disbelief at first, but then seem genuinely pleased on realizing it was a token of encouragement from the bank, towards achieving their own personal aspirations.