Evolving billboards
Let talent grow
When HSBC told us they wanted to explore different ways of attracting talented people to their contact centres, we proposed a very different way indeed. Step forward the living billboard.
Here's how it worked. We attached a six-foot-high hedge to a prominent poster site. We then let one of the country's leading topiary artists get to work on it, fashioning a pre-arranged design, which revealed the key message, "We know talent when we see it".
But it didn't end there. The idea, unlike the billboard, just grew and grew. By filming and photographing the day's pruning session, we were able to create a highly cost-effective cross-media campaign, which found its way into press, onto plasma screens in shopping centres and online as digital and viral marketing.
They say it takes a bit of careful sculpting to create a great idea. We took them at their word.