HSBC Design & Branding PEBOLIM by J. Walter Thompson Sao Paulo

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Industry Banking & Financial Services
Media Design & Branding
Market Brazil
Agency J. Walter Thompson Sao Paulo
Creative Director Fabio Miraglia, Mario D`andrea
Art Director Sergio Takahata
Copywriter Rafael Mattioli
Producer Osmar Fernandes Veiga
Account Supervisor Gabriela May, José Fernando Lopes, Bruno Machioni, Paula Mosimann
Illustrator Daniel Klock
Released June 2010

Credits & Description

Category: Public Spaces
Advertiser: HSBC
Product/Service: HSBC
Date of First Appearance: Jun 26 2010
Entrant Company: JWT BRAZIL, São Paulo, BRAZIL
President/Chief Creative Officer: Mario D’Andrea (JWT)
Creative Director: Fabio Miraglia (JWT)
Art Director: Sérgio Takahata (JWT)
Copywriter: Rafael Mattioli (JWT)
Illustrator: Daniel Klock (JWT)
Art Buyer: Fabiano de Proença/Renata Soares (JWT)
Producer: Osmar Fernandes Veiga (JWT)
Media Team: Ezra Geld/Maria Anita Bardeli/Thatiana Almeida/Rilza Silva/Tatiana Debus (JWT)
Account Supervisor: Gabriela May/José Fernando Lopes/Paula Mosimann/Bruno Machioni (JWT)
Planners: Ken Fujioka/Newton Nagumo (JWT)
Client Supervisor: Marcelo Velloso/Heloisa Souza (HSBC)
Media placement: Ambient - Streets - 26/06/2010

Describe the brief from the client
Communicate the HSBC theme during the FIFA World Cup: When people come together, amazing things happen.

Describe the challenges and key objectives
Generate buzz around HSBC and this idea while every brand in the world is trying exactly the same thing during the FIFA World Cup.

Describe how you arrived at the final design
Soccer can bring people together. And when people come together, amazing things happen. This was the theme of HSBC’s campaign during the FIFA World Cup year. The table was 17.5 m long with 264 mini-players on the field and 56 people playing simultaneously. Here in Brazil, this union has resulted in something even more amazing: the largest foosball table (pebolim) of Latin America.

Give some indication of how successful the outcome was in the market
The foosball table was placed in crowded places of urban areas. The action was very well-succeed and sparked off lots of spontaneous media which was highlighted in several broadcast media throughout Brazil.