HSBC builds brand with bamboo

HSBC Canada has been welcoming travelers to a Bamboo City at Toronto’s Pearson Airport as part of its global “In the future” campaign that speaks to the quickly changing nature of the economy and helps pinpoint emerging trends. The Canadian arm of the global financial corporation, with help from its creative agency JWT Canada, created […]

HSBC Canada has been welcoming travelers to a Bamboo City at Toronto’s Pearson Airport as part of its global “In the future” campaign that speaks to the quickly changing nature of the economy and helps pinpoint emerging trends.

The Canadian arm of the global financial corporation, with help from its creative agency JWT Canada, created an installation consisting of 117 buildings made entirely of bamboo. An overhead mirror offers onlookers a different perspective.



According to a video posted on HSBC’s site, bamboo is an example for profound changes in the economy; bamboo will become increasingly important for builders looking for better and more sustainable materials. Bamboo is attractive for use in construction because it grows quickly and is “stronger than steal cable.” The model Bamboo City is intended to bring this notion to life.

The city was installed at Toronto Pearson Airport Dec. 22 and will remain there until the end of March, hitting two of the busiest travel periods: Christmas and March school holidays.

Cindy Wong, head of marketing at HSBC told Marketing that brand awareness for HSBC is high, but efforts such as Bamboo City allows the bank to “further engage [travelers]” and spark conversation.

Wong said the team threw around several ideas, but Bamboo City was the one that resonated the best.

Wong said HSBC started with Toronto Pearson Airport due to the number of domestic and international travelers. HSBC in Canada will continue to build stories around future trends, she said, and will look at creating other installations for additional airports.


Brands Articles

It’s been a Slyce for Toronto start-up

Mobile search company expands relationship with leading U.S. retailer

Watch This: Tim Hortons takes Dark Roast on the road

Tims gives consumers across the country the chance to try the #TimsDarkExperiment

On The Move: Changes at Top Drawer, Publicis, GMR

A weekly recap of who's headed where in Canadian marketing and communications

Sobeys makes first foray into South Asian grocery stores

Chalo FreshCo features assortment of rice, spices, lentils, snacks and produce

Goodyear retires its blimp

Cigar-shaped vessel to be replaced

Axe pushes grit and determination in video series

Campaign from Sid Lee celebrates confidence and the desire to succeed

Nestlé Purina’s new magazine has gone to the dogs

Kibble & Collars marks National Dog Day

Best Buy shares tech knowledge with Canadian kids

Electronics retailer launches Geek Squad Academy nationwide

New contest helps put DavidsTea on the map

Online travel scrapbook allows tea drinkers to share their adventures