HSBC UAE surprised the people of Dubai: First on 1st Campaign

In a New Year initiative with a difference, the HSBC ‘First on 1st’ video reaches out to the simple human desire to do more, be more and achieve more.

On the first morning of the year surprised a few go-getters who stuck to their routine and resolutions. The passion and dedication that we were met with was truly contagious. Here’s how HSBC used the video to wish everyone an inspiring 2016 start to help you reach your every goal.

When the rest of the world preferred to sleep in, party on or remember the year that was, HSBC UAE paid tribute to those who instead, resolved to start the year on a different note.

HSBC UAE surprised the people of Dubai on the 1st of January by leaving gifts, including a surfboard, a set of headphones, and a bike, along exercise routes, and on the beach for the first passerby to take. When the gifts were claimed, banners were revealed that read “The year of realizing your goals #StartsToday”.

The experiential marketing campaign for HSBC UAE implemented by JWT Dubai.

Campaign Credits//

Project: First on 1st
Client: HSBC UAE
Agency: J. Walter Thompson Dubai
Chief creative operations officer: Chafic Haddad
Managing director: Sabry Mohammed
Creative directors: Gautam Wadher, Akhilesh Bagri
Agency content producer: Aly Seifelnasr
Designer: Mahesh Powar

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