ABSTRACT
Right now, when you walk through Heathrow airport in London, or Orly in Paris, Frankfort Airport, or Hong Kong International Airport, you see the HSBC “different points of view” campaign lining every hallway, bridge, and escalator. Each execution has the same basic components. There are two pictures, repeated once to form a span of four images. The first two have one-word legends, each word the antonym of the other. One ad shows a piece of broccoli with the legend “good” next to a piece of chocolate cake with the caption “bad.” The second two pictures are what make the campaign distinctive. In every instance, the same two pictures reappear, but this time the captions are reversed: broccoli is now “bad” and cake is now “good.”
