Sweet campaign film showcasing work done for HSBCs retirement products. The problem is that in truth they’re the same products as most other banks. So what we did was to create a perspective on Retirement that no other FI has. And consumers reacted by visiting branches to talk about their retirement aspirations, not HSBCs retirement products. We also did a sister campaign to this aimed at the Chinese market – with completely different aspirations and goals to mirror the cultural differences Chinese Canadians have to retirement.