The Financial Services Development Council (FSDC), Hong Kong’s cross-sectoral advisory body for the financial services industry, has partnered with DDB Group Hong Kong to launch a new global campaign centered on the theme of “Money.”
The campaign films, done in collaboration with The Sweetshop, personifies “Money” as a fast-talking, globe-trotting character, showcasing why Hong Kong continues to be a leading destination for capital growth and preservation.
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According to the campaign, as global financial professionals seek stability and opportunity amid uncertainty, this campaign positions Hong Kong not just as a financial center, but as a living, breathing ecosystem where money thrives.
The campaign’s central film, titled “Where Money Comes to Grow,” follows the character Money through Hong Kong’s financial and cultural landscape, portraying the city as her natural home. The film aims to tell a new story about Hong Kong, focused on ambition, momentum, and market performance.
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Three additional thematic videos expand on the concept through Money’s perspective: “Where Ambition Finds Funding,” “Where Rules Protect and Empower Capital,” and “Where Success Works Hard and Plays Harder.”
Each spot highlights a distinct strength of Hong Kong’s financial environment, from access to global institutions and trusted regulatory frameworks to its vibrant lifestyle and talent pool.
Where Ambition Finds Funding
Where Rules Protect and Empower Capital
Where Success Works Hard and Plays Harder
Rena Cheng, Market Promotion Associate Director of the FSDC Market Development Committee, revealed the inspiration behind the initiative.
“We are proud of how this campaign is anything but typical. We wanted to reassert Hong Kong’s status as a trusted, world-leading capital hub with confidence and conviction. We set out to create something distinctive and bold that speaks directly to global financial stakeholders and addresses what matters most to them.”
Adrian Tso, Chief Strategy Officer at DDB Group Hong Kong, added, “Communications in this space often follow a familiar formula – polished messages, neutral tone, iconic skyline shots…, but in this day and age, you need to do more to get attention.
We wanted to inject a bit of attitude and intrigue and really reflect the dynamic financial engine that Hong Kong is. Here, money takes on a life of its own – and so we brought it to life.”
The campaign will run for the next month across the US, EU, and Middle East, promoted online through programmatic buys, social media channels such as YouTube, and the South China Morning Post digital platforms.
Credits
Client: Financial Service Development Council (FSDC)
Executive Director: King Au
Market Promotion Associate Director: Rena Cheng
Market Promotion Manager: Karrie Lam
Agency: DDB Group Hong Kong
CEO: Andreas Krasser
Chief Strategy Officer: Adrian Tso
Business Director: Jodi Chik
Head of Film & Content Production: Jacie Tan
Regional Executive Creative Director: Alejandro Canciobello
Senior English Copywriter: Ernest Tsang
Art Director: Nadya Siaren
Senior Account Manager: Kaylee Poon
Senior Account Executive: Mavis Kong
Producer: Andrew Chan
Production: The Sweetshop
Director: Nabil Senhaji
Executive Producer: Jenny Crabb
DOP: Alan Yap
Art Director: Peggy Chan
PR: FleishmanHillard
