Relaunching the HSBC Platinum Credit Card in the UAE came with a clear challenge: standing out in a category where every card looked and sounded exactly the same. Especially uninspiring for office-bound professionals spending their days in grey, tube-lit cubicles.

To cut through, we reframed the category entirely. We identified distinct “types” of corporate personalities and built a digital-first integrated campaign around them; one of the region’s earliest at the time. We launched with a series of fun films (interconnected stories) leading people to a “What Type Are You?” website, a content-rich experience that ultimately revealed the HSBC Platinum Credit Card.

The campaign extended across digital, social, print, OOH, and direct marketing, delivering strong results both commercially and creatively.