Background

The ‘Art of Progress’ is an art piece that combines technology, big data and new media artforms to tell HSBC’s new chapter in its wealth growth story. The art piece turns real-time movements of Hong Kong’s Hang Seng Index into dynamic art. Peaks, valleys, slopes, and inclines shift according to the volatility of the market. HSBC collaborated with Victor Wong, multi-media and NFT artist, to create an experience that celebrates the launch of the new, luxurious HSBC Wealth Centre in Hong Kong’s K11 Atelier. This new wealth centre services high-net-worth customers and showcases the Bank’s commitment in being Asia’s leading wealth manager.

Describe the creative idea (40% of vote)

Throughout history, HSBC strives to help grow the wealth of customers. Hong Kong, especially, has a vital role to play. That is why the development of the WEALTH CENTRE is such a key milestone for the Bank to represent its investing in growing the Asian Wealth Business. Located in one of Hong Kong's landmarks, this new centre aims to facilitate the wealth decisions of clients. The Bank also needed a new centrepiece that showed its progressive attitude. Leveraging the trend of NFTs and digital art, HSBC created “the Art of Progress” to create harmony between data technology and the arts – as a metaphor for what HSBC stands for. On one hand, it was an effective use of the digital screens that kept high-net-worth customers informed about the latest market movements, but on the other, it provided a new perspective on how HSBC is a bank for the modern times.

Describe the execution (40% of vote)

Working with ‘HK’s top NFT artist’ Victor Wong, we choreographed a new piece of technology to collect the real-time data from the Hang Seng Index to create daily art pieces. Going back to the early 1800s at the HSBC archives, we also took design schemes of the HSBC bank notes, which represent wealth, and blended it with the digitally-formed art piece. Motifs include the local tram, bank, and birds. The design of the art piece is also inspired by traditional Chinese landscape paintings, but with a modern twist. The Hang Seng Index is the financial pulse of Hong Kong, while art has always been a passion for High-Net-Worth Individuals. Every day when the market opens, ‘Art of Progress’ is recreated from scratch using the Hang Seng Index’s open-source market data. The artist’s proprietary algorithms then trigger updates throughout the day so that no two art pieces are ever the same.

List the results (20% of vote)

Reported in media across Hong Kong and Asia Pacific. Target audience reactions were overwhelmingly positive and generated a lot of further discussions about implementing this art piece to more wealth centres built across Hong Kong. It also helped the brand boost brand love based on the thousands of visitors that the Wealth Centre welcomes every day.