Client
HSBC, the world’s local bank, encourages understanding of different points of view through partnership with the best of international arts and culture.
The cultural programme involves the selection of cultural projects for their ability to enhance cultural awareness and provide tangible benefits for the brand and the business. HSBC also undertakes broader philanthropic work under its Corporate Responsibility programme.

Objective
Four’s digital team was asked to create a platform for promotion the existing and upcoming HSBC cultural initiatives. In aiming to become an online destination point – and eventually to host a community – for those with an interest in culture, HSBC wanted to deliver a unique global resource designed to engage with HSBC employees, students and ‘cultural enthusiasts’ alike. It was particularly important to establish HSBC as an organisation interested in facilitating local cultural exchange and cultural understanding, emphasizing that these key audiences are without geographic boarders.

Solution
Four proposed a website designed to create an interface with HSBC’s global arts programme. The site was created as an online destination in its own right for those interested in culture, specifically art and design, around the world. It also acts as an accessible information resource for HSBC employees and others interested in exploring HSBC’s local and global cultural investment.

Result
The Cultural Exchange has given HSBC recognition amongst the banking sector as the most culturally aware financial institution in the world. Re-enforcing the global brand strategy of ‘the world’s local bank’, the site provides a legitimate authority on international arts and culture, while highlighting the many exciting sponsorships taking place across the globe.