When I was coming back to Jersey through Gatwick airports I saw adverts for HSBC, which gave me inspiration of what I could do in my project.

In the images, there are two images that have been laid on top of each other to create a binary opposition, so in this image it is a Cherry blossom tree in the winter when the tree is bare and then in the spring/summer when the tree is out in full bloom. I thought that this was a very effective photography technique. Which I think is very fitting with the theme of the exam project ‘Variation and Similarity’

The campaign by advertising company Saatchi & Saatchi  aims to bring to life HSBC’s role in “connecting the world”, and boost awareness of its “Together we thrive” brand promise, which launched earlier this year.

Each ad offers a view of a global scene relating to the bank’s business priorities – from trade and education to diversity and sustainability – as seen through the lens of HSBC’s “hexagon” logo. Topics include rooftop farming practices in New York, community cycling in the UK and food markets in Hong Kong.

A series of 79 different creative executions will roll out across 17 airports in nine countries – including Heathrow and Gatwick – covering 1,500 jet bridges and 94km of passenger walkways. HSBC claims the ads will be seen by 900 million passengers this summer alone.

“We do talk about having that intelligent wit, that wry sense of humour. Keeping that tone has been important. You want the consumers to work a little bit, both from a visual perspective and also with what words we might use. [We want] people to stop and say, ‘Oh’, and to get the slight joke,” said by Leanne Cutts, HSBC’s group head of marketing,