The Kinokuniya Costs campaign reminds the audience how authors did almost the impossible just to get their books published and how, in comparison, you pay just a few dollars to read it. It was shortlisted in Cannes Lions 2017, got the GP at Dubai Lynx 2017 and a Bronze at The Loeries 2017.
We needed to communicate a promo so good that we wanted to use it to promote the transparency of HSBC. How? By highlighting what others hide: the Terms and Conditions. This spot was shortlisted at Cannes Lions 2016.