Through the 'Platform For Progress' campaign, the iconic HSBC Hex was transformed into a canvas for global LGBTQIA+ expression.

Collaborating with international LGBTQIA+ artists, Mengwen Cao, Gerado Rojas, Josh Mckenna, Param Sahib, Ana Jaks, Tom Harrington and Daniel Housley, the iconic HSBC Hex was reimagined to reflect the theme of 'Pride without borders', asking artists to craft personal stories through a mix of art, photography, and writing. The objective was to raise awareness and support for the LGBTQIA+ community worldwide, while also fostering ongoing discussion about HSBC's progress in LGBTQIA+ inclusion.

Artists were selected from diverse backgrounds spanning South America, Hong Kong, and India, ensuring representation across race, gender, and sexual orientation. Each commissioned artwork provided a unique glimpse into life within the LGBTQIA+ community. The Pride campaign performed exceptionally well. The engagement rate on Instagram was 2.5%, which is double the platform’s average. The campaign reached 5.6 million viewers and 141,000 positive engagements.

Gerardo Rojas

“Pride is that feeling that allows us to be ourselves without restriction or fear. I seek to represent the beauty of pride, how it gives us the strength to show ourselves as we are, and what the young LGTBIQ+ generation looks like in Lima Peru.”

Tom Harrington

“As queer people, we grow up in a world that isn’t built for us. It’s up to us to develop acceptance both for ourselves and others, and community is an essential cornerstone in that growth. Hearing voices like our own, expressions of love and identity, and witnessing relationships modelled by others impacts us, demonstrating that our lives are correct. We each play a role in that, and whether we feel it or not, we are intertwined.”

Mengwen Cao

“It reflects the ethereal beauty that emerges when one feels truly confident and safe… Weightless and courageous, we break free from societal limitations. We carry the stories of resilience and unity, eroding barriers and fostering a sea of change. My hex envisions a world where Pride knows no borders, and every individual floats effortlessly in their true identity.”

Anna Jaks

“Often, prior to coming out, queer people can feel confined, suppressed, alone. I wanted this illustration to represent the liberation, colour and joy that can follow ‘coming out’ via acceptance, expression and belonging. So much of the joy in realising who you are and understanding yourself is intertwined with finding your chosen family.”

Previous

Belmond Winter in Motion
Next

Dezeen 25