HSBC Design & Branding PET CREDIT CARD by J. Walter Thompson Sao Paulo

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PET CREDIT CARD

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Industry Banking
Media Design & Branding
Market Brazil
Agency J. Walter Thompson Sao Paulo
Creative Director Fabio Miraglia, Mario D`andrea
Art Director Luceli Janaine Miola
Producer Osmar Veiga
Account Supervisor Gabriela May, Cristiane Bittar, Marcos Giovanella
Illustrator Gustavo Malucelli, Daniel Mustafá
Released June 2010

Credits & Description

Category: Illustration
Advertiser: HSBC
Product/Service: HSBC SOLIDARITY INSTITUTE
Agency: JWT BRAZIL
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)
Creative Supervisor: Gustavo Costi (JWT)
Art Director: Luceli Miola (JWT)
Illustrator: Daniel Mustafá (JWT)
Illustrator: Gustavo Malucelli (JWT)
Producer: Osmar Veiga (JWT)
Account Supervisor: Gabriela May/Cristiane Bittar/Marcos Giovanella (JWT)
Client Supervisor: Maria Fernanda La Regina (HSBC)
Media placement: Design - Credit Card - 23/06/2010

Describe the brief from the client
The HSBC Solidarity Institute invited us to develop a new layout for its credit card.

Describe the challenges and key objectives
Our biggest challenge was to turn this product into a clear representation of the Institute’s work in the social, environmental and educational areas of sustainability.

Describe how you arrived at the final design
In the creation process, we decided to make a visual representation of a more optimistic world, according to children (the most benefited target regarding the Institute) adopting the visual language of children drawings. In addition to that, we realized it was not only a visual matter. We also decided to change the raw material of our product: we started to use new recycled material, mainly PET bottles, collected by the communities, to produce them.

Give some indication of how successful the outcome was in the market
The acceptance of the new card by HSBC's clients was a true success. Clients started to realize that HSBC really takes sustainability as part of its business philosophy.