2022 Winner

To help HSBC Bank USA connect with overseas Chinese during Lunar New Year, Wunderman Thompson partnered with the Asian Art Museum of San Francisco. “The Luckiest Red” campaign focused on the colour red, which symbolizes luck and fortune, as the starting point. With thousands of shades of red, the goal was to determine which one was more prevalent (or luckier) than the others. Artificial intelligence was used to scour and synthesize the museum’s 18,000 paintings, sculptures, tapestries and artifacts, and then extract the colour values to ascertain “The Luckiest Red.”

The work was a celebration of Chinese culture, highlighting a wide range of art created by and for the Asian community, with positive press and feedback from the target audience. The campaign also included plans to bottle the colour for use in original works of art for Asian Heritage Month in May. Feedback from the Chinese community was positive and the campaign was featured across various industry publications.

Credits

Agency: Wunderman Thompson Canada
Chief Creative Officer: Ari Elkouby
Copywriter: Sucheta Shankar
Art Director: Lily Coyle
Associate Creative Director: Raj Gupta
Typographer: Pan Jianfeng
Managing Director: Scott Miskie
Account Team: Chandler Powell, Sarah Rosen, Anaysha Jairam
Agency Producer: Jennifer Cotton, Demi Veselinovic, Sarah Lasch, Christine Tsao
Strategy: Matt Ball, Barbara Jung, Arielle Peters
Production: Sauce Production
Editor: John Collucci, Justin Zhou
Audio Production: Stephen Stepanic
Color Grading: Smile and Wave
PR: Lindsey Legat

Client: HSBC US
Clients: Kristen Calogero, Laura Rastogi, Caroline Scurr,

PHD Media:
James Rubino, Alison Horowitz, Sean Gering, Corin Trembath, Ellen David