Anonymous Content and JWT Get On Their Soapbox For HSBC

The Brief:

In a series of candid and moving new spots for HSBC Bank USA, Anonymous Content director Brett Morgen gives New Yorker's a soap box to sound off on, via JWT.

Shot in NYC's Flatiron District, Morgen leads a series of New Yorkers to the HSBC soapbox where they sound off on immigration, technology, and family. Understanding the unique values of their customers has made HSBC the world's local bank.

The Creds:

Client: HSBC Bank USA
Spots Title: Soapbox Immigration, Soapbox Baby, Soapbox Tech
Air Date: September 2009

Agency: JWT
Executive CD: Walt Connelly
CD: Josh Kilmer-Purcell
Copywriter: Dinesh Kapoor (CG text)
Art Director(s): Michael Ashley, Mark Grundland
EP(s): Caroline Coleman, Bill Finnegan
Producer: Shane Smith
Assistant Producer: Tadd Ryan

Prod Company: Anonymous Content
Director: Brett Morgen
EP/Head of Commercials: Dave Morrison
Head of Production: Sue Ellen Clair
Producer: Julianne Maloney
Production Supervisor: Carole Kiser

Editorial: White House
Editor(s): Mark Langley, Stephen Jess
Producer: Lauren Hertzberg

About Anonymous Content:

Anonymous Content is an industry-leading production and management firm that leverages its unrivaled reach and access to talent to create and produce innovative content across all its divisions: Film, Integrated, Commercials, Music Video, Television, and Talent.

Anonymous Content was formed in 1999 by a collaboration of business and creative minds responsible for developing some of the industry's most respected entertainment and branded content. In launching the firm, the founders combined their unique talents, distinct vision for the future of content creation, and unmatched industry access. Since then, Anonymous has been able to extend its reach across entertainment, exercising its capacity to package talent and mine literary material from deep and powerful resources.

Company principals have developed longstanding direct relationships with talent, talent agencies, advertising agencies, domestic and international distributors, and broadcasters, reinforcing their ability to assemble the right team for any project. They create compelling and entertaining content while facilitating the development, production, and distribution of programming through both traditional and emerging media channels. Anonymous is responsible for producing such features as 44 Inch Chest, 50 First Dates, Babel, Case 39, Eternal Sunshine of the Spotless Mind, Smiley Face and Rendition to name a few. Its commercial arm has been part of many of the industry.s most successful campaigns, as well being at the forefront of the evolution of brand integration campaigns such as BMW Films. The Anonymous team now consists of more than 100 full-time employees at its Culver City, New York, and London offices.

Commercials