The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Brand Partnerships
Annual ID
OS22_FI039B
About the Work
Rates of homelessness in the United Kingdom have skyrocketed in the past ten years. Figures from Shelter, a local homeless charity, show that in 2019 at least 280,000 people were homeless, with almost 4,600 sleeping rough.
Since then, COVID-19 has inflicted enormous economic hardship on the world. In the UK alone an additional 70,000 households have been made homeless since the pandemic began, with tens of thousands more at risk.
Without a fixed address they find themselves in a lose-lose situation where not having a home makes it virtually impossible to open a bank account, which makes it harder to receive benefits, harder to secure a job, harder to find a home. It’s a vicious circle.
HSBC UK partnered with Shelter, a homeless charity, to create the No Fixed Address Service. The bank provides bank accounts for the homeless and the charity provides the address needed on the necessary paperwork. This allows the homeless to break the cycle of financial exclusion.
To raise awareness amongst those who may need the No Fixed Address Service, and those who might be able to help, we dramatised the cycle of financial exclusion the homelessness face daily in TV, Cinema, and Online video. To maximise the ad’s visibility, we launched it on Celebrity Gogglebox as part of a special ad break. It alone delivered 12.7m views.
The No Fixed Address Service appeared in the top 5 drivers of positive buzz for the first time – positive buzz is generally driven by word of mouth (recommendations), customer service, and HSBC’s advertising.
HSBC UK saw a 10% uplift in positive brand affinity as a direct result of the campaign.
What started in 1 branch has spread to 144 nationwide – with HSBC UK now partnering with over 204 local charity partners who can act as an identity verifier.
Since then, COVID-19 has inflicted enormous economic hardship on the world. In the UK alone an additional 70,000 households have been made homeless since the pandemic began, with tens of thousands more at risk.
Without a fixed address they find themselves in a lose-lose situation where not having a home makes it virtually impossible to open a bank account, which makes it harder to receive benefits, harder to secure a job, harder to find a home. It’s a vicious circle.
HSBC UK partnered with Shelter, a homeless charity, to create the No Fixed Address Service. The bank provides bank accounts for the homeless and the charity provides the address needed on the necessary paperwork. This allows the homeless to break the cycle of financial exclusion.
To raise awareness amongst those who may need the No Fixed Address Service, and those who might be able to help, we dramatised the cycle of financial exclusion the homelessness face daily in TV, Cinema, and Online video. To maximise the ad’s visibility, we launched it on Celebrity Gogglebox as part of a special ad break. It alone delivered 12.7m views.
The No Fixed Address Service appeared in the top 5 drivers of positive buzz for the first time – positive buzz is generally driven by word of mouth (recommendations), customer service, and HSBC’s advertising.
HSBC UK saw a 10% uplift in positive brand affinity as a direct result of the campaign.
What started in 1 branch has spread to 144 nationwide – with HSBC UK now partnering with over 204 local charity partners who can act as an identity verifier.
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Wunderman Thompson / London
Production Company
Knucklehead
Chief Creative Officer
Steve Aldridge
Creative Director
Mike Watson
Director
Siri Bunford
Editor
Adam Rudd
Executive Creative Director
Tom Drew
Producer
Mathew Brown
Sonny Botero
Sound Designer
Munzie Thind
Account Director
Luke Thornton
Creative
Craig Hunt
James Humphreys
Account Manager
Max Cain
Olivia Taylor
Assistant Producer
Liberty Willison
Business Director
Claire Chislett
Choreographer
Natricia Bernard
Colourist - Post Production
Matthieu Toulett
Creative Producer
Tom Lawrence
DOP
Christopher Sabogal
Planning Director
Omar El Gammal
Production Assistant
Becky Thompson
Production Designer
Stefanie Grieve
Tom Wales
Production Manager
Cat Irving
Related Awards
