HSBC - "Get This Bread Episode 3: A Taste of the World"

TBWA\Singapore

TBWA\Singapore Singapore, Singapore

203

Brand: HSBC
Country: Singapore

Advertiser: HSBC

Title	Get This Bread Episode 3: A Taste of the World
Agency	TBWA\Singapore
Campaign	Grow Your Wealth
Advertiser	HSBC
Brand	HSBC
Date of First Broadcast/Publication	2024 / 2
Business Sector	Banking & Financial Services, Investments, Stock Brokers
Philosophy	‘Bread and Better’ features young talents from the region including Hong Kong singer-songwriter, Gareth.T; Hong Kong singer, actor and member of boy band Mirror, Keung To; and Singaporean singer-songwriter, Gentle Bones (Joel Tan). The song and music video aim to inspire audiences to rise above their challenges and pursue their life goals. Part of the new ‘Grow Your Wealth’ campaign designed to foster the financial confidence of millennials through approachable personal finance content, ‘Bread and Better’ is created by HSBC Singapore with TBWA\Singapore, record label company Warner Music’s affiliates , and three of the hottest rising artists in the region – Gentle Bones from Singapore, Gareth Tong – also known as Gareth. T, and Keung To from Hong Kong. The music video is available on HSBC Singapore’s YouTube channel and has garnered more than 1.7 million views in just one month after it went live. Behind the beats and beyond the lyrics – hear straight from the artists as they lay it all bare with their personal financial struggles and journey towards achieving their dreams through a series of rapid-fire questions. Today, more than 50% of Singaporeans are interested and invested in growing their wealth, but a knowledge gap remains due to barriers, such as lack of trusted sources of information to guide them, and platforms not providing enough insights and content to direct their investment decisions (SJP Asia Study, 2023). Based on this insight, HSBC Singapore and TBWA\Singapore launched a three-episode social content series where the art of bread-baking meets financial mastery – and the 2nd installment of the bank’s ‘Grow Your Wealth’ campaign in Singapore. This social media series features Gen, Founder of Sourbombe Artisanal Bakery, and local business entrepreneur Andrea Chong, as they both exchange a series of recipes on how to bake like a pro in the kitchen, and bank like an expert at home by growing one’s wealth with HSBC Singapore. More than just a bread-making demonstration, ‘Get This Bread’ is a blend of entertainment and education where baking bread is used as an unexpected analogy to discuss investing and building wealth. In the series, insightful parallels in the world of investing are drawn to the art of baking, demonstrating how rewarding it is to work towards financial goals.
Media Type	Branded Content
Length	150 seconds
Label	Warner Music Asia
Label	Warner Music Hong Kong
Label	Warner Music Singapore
Music Publishing	Edward Music Publishing
Label	Gentle Bones
Label	Overthinker
Music Video Director	Kendra Koh
Production Company	SixToes.TV
Production Company	Emergent Films
Associate Creative and Technology Director	Liam Annis
Advertising Manager	Becky Yeung
Senior Strategy Director	Michèle Bouquet-Kumble
Advertising Manager	Alice Fok
Advertising Manager	Flora Chan
Director	Kendra Koh