HSBC MY celebrates 140th anniversary with emotional film on family legacies

HSBC Malaysia has unveiled a new emotionally charged brand film in celebration of its 140th anniversary in the country. 

The campaign, titled "Legacy lives", transcends typical financial advertising and taps on the deeply personal and cinematic approach that celebrates the enduring power of family, legacy and the human spirit. 

Anchoring the campaign is a brand film directed by Nicholas Lam that follows the journey of a Malaysian family across three generations. The film begins with the father's humble upbringing and pursuit of education abroad. 

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The film later showcases his daughter's journey of self-discovery and pursuit of education abroad too. In time, his daughter has her own family, and the father finally sees the fruits of the foundation he has laid all these years that are now strong enough to hold up the next generation. 

The film subtly illustrates how HSBC has been a constant presence, supporting their dreams and aspirations every step of the way. 

"Legacy lives" is created in partnership with Ogilvy Malaysia. It will run until 31 December 2024 across multiple platforms including digital, TV, cinema, social media and in-branch point of sale marketing (POSM). 

“This film is more than just a celebration of HSBC’s 140 years—it’s a celebration of the families and values that have shaped generations,” said Adrian Miller, chief creative officer, Ogilvy Malaysia.

“From the very beginning, we set out to create something different. No clichéd bank visuals, no product shots—just a genuine, human story. By telling a narrative that spans three generations, we’ve captured the essence of what legacy truly means. It’s about more than what we inherit; it’s about what we pass on, and HSBC is proud to be part of that journey," added Miller. 

Meanwhile, earlier in March this year, HSBC Singapore unveiled a song and music video titled Bread and Better as part of its "Grow your wealth" campaign.

The "Grow your wealth" campaign aims to foster the financial confidence of millennials through approachable personal finance content.

Bread and Better features artist Gentle Bones from Singapore as well as Hong Kong artists Gareth Tong and Keung To. 

In the music video, three young men share their daily struggles and how they overcome it in a kitchen. They are seen baking bread and realising that they have the power to be in control of their future.

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