HSBC works hard to reach new Canadians. But despite being a global brand, it trails the country’s other big banks in terms of awareness. To draw some attention using Canada’s reputation as a place that’s open to newcomers, HSBC worked with Wunderman Thompson to build an 85,000-square-foot “Welcome Mat.” Using 100 rolls of biodegradable textile, the team laid out the mat in a farm field directly under flight paths from Toronto Pearson International Airport. The mat then appeared in digital, social and out-of-home ads to broaden the buzz. The idea worked, getting picked up by prominent mainstream and influencer media, plus the work drove record sign-ups among newcomers for HSBC.