BRAND
HSBC
ROLE
Ideation, Art Direction
TEAM
Sohee Myung & Jenny Cho
INSTRUCTOR
Jay Marsen & Lex Beltrone
HSBC
ROLE
Ideation, Art Direction
TEAM
Sohee Myung & Jenny Cho
INSTRUCTOR
Jay Marsen & Lex Beltrone
BACKGROUND
International students often face challenges adapting to untold cultural norms, such as jaywalking in New York or relying on cash in Berlin. These unfamiliar customs can lead to confusion and a sense of isolation upon arrival.
IDEA
“Welcome Abroad” by HSBC initiative helps international students adapt before they land. In partnership with major airlines, HSBC created in-flight cultural videos tailored to each destination. Modeled after safety demos, these engaging clips share real-world insights, helping students feel at home from the moment they take their seats. Because understanding a culture is the first step to feeling at home.
International students often face challenges adapting to untold cultural norms, such as jaywalking in New York or relying on cash in Berlin. These unfamiliar customs can lead to confusion and a sense of isolation upon arrival.
IDEA
“Welcome Abroad” by HSBC initiative helps international students adapt before they land. In partnership with major airlines, HSBC created in-flight cultural videos tailored to each destination. Modeled after safety demos, these engaging clips share real-world insights, helping students feel at home from the moment they take their seats. Because understanding a culture is the first step to feeling at home.