HSBC Bank USA Finds “The Luckiest Red” just in time for Lunar New Year

Posted on 2022 Feb,04

New campaign from Wunderman Thompson Canada aims to elevate Asian art in honor of Lunar New Year

In honor of Lunar New Year – a holiday observed by Asian and Pacific Island countries – HSBC (Hong Kong and Shanghai Banking Corporation), and Wunderman Thompson Canada have set out on a unique venture to uncover the most frequently used shade of red to honor and elevate Asian artists in the US market.

HSBC Bank USA partnered with one of the world’s finest collections of Asian art, The Asian Art Museum of San Francisco, to examine their collection of over 18,000 paintings, sculptures, textiles, and artifacts using an artificial intelligence-based program called Adobe Sensei. ‘The Luckiest Red’ has been digitally matched by Pantone to be distributed by Asian American artists for the purpose of creating works which will be shared by HSBC Bank USA in May, when the US will celebrate Asian American Pacific Islander Heritage Month.

“In Chinese culture, red usually suggests something vigorous, enthusiastic, inspiring, or auspicious,” says Dr. Jay Xu, the Barbara Bass Bakar Director and CEO at the Asian Art Museum of San Francisco. “It is also a common color in classical Chinese paintings. Red encapsulates rich social, cultural and spiritual meanings.”

Caroline Scurr, Head of Acquisition & Engagement, U.S Marketing, HSBC Bank says, “With thousands of shades of red, the ‘luckiest’ can be hard to pinpoint - until now. The journey of finding this color is as much about celebrating the culturally remarkable forms of art that Asian artists have contributed to the world.”

Ari Elkouby, Executive Creative Director for Wunderman Thompson Canada says, “The diversity and mastery of Asian art rivals many of the Western or European masters - but few are household names. We saw this as an opportunity to bring light to these amazing artists who influenced many of more well-known artists we celebrate today.”

Credits:

Agency: Wunderman Thompson Canada

Chief Creative Officer: Ari Elkouby

Copywriter: Sucheta Shankar

Art Director: Lily Coyle

Associate Creative Director: Raj Gupta

Typographer: Pan Jianfeng

Managing Director: Scott Miskie

Account Team: Chandler Powell, Sarah Rosen, Anaysha Jairam

Agency Producer: Jennifer Cotton, Demi Veselinovic, Sarah Lasch, Christine Tsao

Strategy: Matt Ball, Barbara Jung, Arielle Peters

Production: Sauce Production