The Challenge HSBC is a major global bank. However, in Australia, it's only a relatively small player in a market dominated by the big four Australian banks. In February 2020, HSBC wanted to demonstrate that as a global bank, they were taking a positive stance on climate change, both locally and globally. And they wanted this to coincide with the opening of their latest branch in Barangaroo, in the heart of Sydney's financial district. Key Business Challenges Market Presence As a smaller player competing against Australia's dominant big four banks, HSBC needed to increase brand visibility and establish itself as a credible, locally engaged institution in the Australian market. Cutting Through Thousands of busy professionals walk through Barangaroo daily, most buried in their phones. Traditional advertising simply wasn't breaking through. HSBC needed something people couldn't ignore, something that would make them stop and look up. And maybe even grab a selfie with. Making Sustainability Tangible Banks face increasing scrutiny over their environmental commitments. HSBC had substantial climate initiatives to communicate, such as USD$100 billion in sustainable finance, a commitment to 100% renewable energy by 2030, and a Global Water Project spanning 72 projects in 42 countries. It was vital HSBC communicated these commitments to life in a way that felt real and authentic. Differentiation In a crowded banking market, HSBC needed to stand out by demonstrating how their global reach and resources translated into meaningful local action on issues Australians care about.

Our Strategic Approach Phase 1: Finding the Idea Brand Heritage: We delved into HSBC's history and discovered its Lion. It’s a brand symbol that's been guarding HSBC branches since the 1920s and appears on every HSBC credit and debit card issued in Australia. Partnership Activation: We leveraged HSBC's existing 20+ year relationship with The Royal Botanic Gardens, Sydney, to bring horticultural expertise and credibility to the project. Location Strategy: The opening of the new Barangaroo branch provided the perfect moment and location to make a statement in Sydney's premier financial district. Phase 2: Bringing the Lion to Life The Concept: Create a 4.2 metre-high living Lion. We wanted something you literally couldn't miss as you walked past. Living and Growing: The Lion was constructed from over 5,600 plants with an inbuilt watering system, designed to live and grow throughout its seven-week placement. It wasn't just a static sculpture; it was living, breathing proof of climate commitment. Educational Context: Supporting signage communicated HSBC's commitments, including USD$100 billion in sustainable finance, 100% renewable energy by 2030, and the Global Water Project, which supports 72 projects in 42 countries. Phase 3: Execution Expert Collaboration: Worked with The Royal Botanic Gardens, Sydney, to ensure the Lion thrived throughout its placement. Let It Speak: Rather than A heavy promotional push, we let the striking installation generate natural conversation, social sharing, and media interest.

Results Social Performance: 4.8 million impressions via social against a target of 2.7 million – a 78% over-delivery. Sentiment: 100% positive social sentiment. Unheard of for a bank. Organic Endorsement: Engagement from high-profile figures, including Australia's celebrity gardener Jamie Durie, who posted: "Living Lion… speaks to their commitment to sustainability." Internal Impact: Staff sentiment and morale improved. Long-term Strategic Value The Lion did more than generate impressions; it gave HSBC a genuine moment of cultural relevance in the Australian market. By connecting brand heritage with climate action through something remarkable and unmissable, the activation repositioned HSBC as a bank willing to do things differently and take meaningful action on the issues that matter. Key Success Factors Simple, Bold Idea: Creating something genuinely unmissable, a 4-metre living sculpture, achieved the primary goal of stopping distracted commuters in their tracks. Authentic Partnership: The 20+ year relationship with The Royal Botanic Gardens Sydney meant the activation felt real, not like marketing spin. Heritage Meets Purpose: Using HSBC's iconic Lion connected the bank's history with its future commitments in a way that felt natural and authentic. Let the Work Do the Talking: By creating something genuinely remarkable, we didn't need to shout about it: people noticed, shared, and talked about it organically.