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Ashley’s story

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The Brief


HSBC wanted to create an emotive short documentary film to place at the heart of a social media campaign to support the launch of their ‘Value of Education' report, which looks at parents’ ambition for their children’s futures and the sacrifices they are willing to make for their education.

Impact


The film was one of HSBC's best-performing pieces of video content across their social channels in 2017.

Our Thinking


A thorough research process led us to find Ashley, a young Chinese student in Applied Linguistics at University College London. From the South Bank to Hampstead Heath, we captured Ashley's London-life in a variety of locations, while interviews with both Ashley and her parents allowed us to bring to life the themes of the report in a personal and emotive way.

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Social content

Our approach to Ashley’s story lent itself to the creation of a range of supporting content, from a series of short video snippets for Twitter, Instagram and Weibo to Instagram Stories.