Fairer Tales | HSBC
SAVING HAPPILY EVER AFTER.
In the Philippines, tradition dictates that when girls grow up, they’re expected to rely on their husbands for money, making their dreams... well, just dreams.
HSBC believes that women can achieve their goals on their own, not by waiting for a prince to save them. Launched on International Women’s Month, we made a social experiment film for parents and young girls showing the importance of financial literacy early on in their lives.
We also invited them to read Fairer Tales - a book by award-winning children’s author Emma Dodd which tell the stories of determined, modern princesses working hard to achieve their financial goals – without relying on a prince to save them.
FILM
We started the social experiment by asking little girls what they want to be when they grow up.
Next, we asked them how will they achieve their dreams.
The kids didn’t know their parents were just in the next room, watching them answer. Parents realized they can help fulfill their kids’ dreams by instilling good financial habits early on.
CASE FILM
“If you have dreams - believe in them. Don’t just stand around saying, “I’ll wait for my prince”.
RECOGNITION
Silver, Best Localized Ads | PANAta Awards
Shortlisted, Campaign and Service for Good | Boomerang Awards
CREATIVES
Wunderman Thompson Philippines
ECD: Brandie Tan | CD: Enzo Cruz | Art: Miel Soneja | Copy: Mike Bel Jaflah