Your point of view by JWT

Just when I was posting/pondering about bank campaigns , HKBC comes out with a new $300 million campaign on their strategy of The World's Local Bank. 

Check out the story on adweek here.

There's going to be a lot of stuff rolling out but their website is already online at yourpointofview.com

It's an interesting idea if they can get the global markets to participate. I think it's a good improvement from their latest dog campaign.  This feels big but we'll see what else rolls out.  I hope it gets even better when the print and tv are out.

I think a cool thing about this is the globalness of the website and campaign.  When you click on explore you can choose specific countries to generate interesting content.  Yeah, there's also the aspect of the consumer participating and the whole campaign just feels intelligent.  Reminds me of the films Koyaanisqasti and Baraka. 

It would be cool if you could actually see the number of people voting and if the topics were more interesting.  The topic of Gorillas doesn't feel cool but I guess you have to consider this will run globally.

Oh yeah, if you covered up the logo, could you even tell this was a bank campaign?

(Damn, I said the word "cool" three times.  I gotta not be lazy with my adjectives usage.)

Here's some screen grabs: