HSBC: Lifegiving Light

Wunderman Thompson North America announced today its collaboration with HSBC Bank USA on the launch of a new digital out-of-home (OOH) advertising campaign entitled 'The Lifegiving Light'. The new campaign underscores the company's commitment to a sustainable future, coinciding with the 26th Annual UN Climate Change Conference (COP26) in Glasgow, Scotland. These specialised digital billboards emit coloured light to promote plant growth, chlorophyll absorption and photosynthesis. They will run during November at bus shelters and LinkNYC screens across Manhattan, Queens, and the Bronx. Locations were selected based on their proximity to green space and vegetation. Each digital advertisement will include the following tagline: “What if blue light from an ad could help NYC stay green?” The messaging is expected to be viewed over 22 million times. The digital activation is part of a larger six-week campaign to highlight HSBC’s key themes: sustainable infrastructure, future of cities, climate tech and commitment to sustainability.