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Creative Group Head
Kevin Lim
Senior Copywriter
Matthew Ho
Art Director
Rhonda Wong
Creative
Ruthe Kee
Client
HSBC (Brand) Singapore
Agency
VML
Year
2024-2025
Chief Creative Officer
Mateusz Mroszczak
Executive Creative Director
Jon Loke
Creative Director
Ai Wei Lua
The HSBC Mind Athletes campaign challenges the idea that sport is defined by physical ability. By introducing a “Mind Athletes Tournament,” the campaign creates a new way to compete—one where mental focus and resilience take centre stage, allowing individuals with disabilities to participate alongside others. It reflects HSBC’s broader ambition to make progress more inclusive, using sport as a platform to level the playing field.
Gold
AWARDS & ACCOLADES
2024 Mob-Ex Best User Experience Silver
2024 Mob-Ex Best Campaign - B2C Gold
2024 Marketing Events Best Experiential Marketing Gold
2024 Marketing Events Best Event for a Specific Audience Bronze
2024 Marketing Events Best Creative Element for an Event Silver
2024 Marketing Events Best Consumer Event: Health / Wellness / Fitness Gold
2024 Marketing Events Best Community-Focused / Cause-Related Event Bronze
2024 Marketing Events Team of the Year Bronze
2024 Mad Stars Brand Experience & Activation Stars Silver
2024 Mad Stars Innovation Stars Crystal
2024 Marketing Excellence Awards Excellence in CSR / Cause Marketing Bronze
2024 Marketing Excellence Awards Excellence in Experiential Marketing Gold
2024 Marketing Excellence Awards Excellence in Gaming Gold
2024 Marketing Excellence Awards Excellence in Marketing Innovation Gold
2024 Singapore Media Marketing Awards Greater Good Awards Bronze
2024 Singapore Media Marketing Awards Best Use of Technology Silver
2024 Singapore Media Marketing Awards Most Innovative Collaboration Gold
2024 Singapore Media Marketing Awards. Best Use of Experiential Marketing Gold
2024 Singapore Media Marketing Awards. Brand Of The Year (HSBC) Winner
2024 Singapore Media Marketing Awards Brand Of The Year (HSBC) Winner
2024 Global Retail Banking Innovation Awards Outstanding Digital CX – Metaverse Winner
2025 The Digital Banker - Digital CX Awards Outstanding Digital CX – Metaverse Winner
2025 MARKies Most Creative – Cause Marketing Gold
2025 MARKies Most Creative – Immersive Brand Activation Gold
2025 New York Festival Advertising Awards Collaboration & Partnership – CP06 Social/Environmental Good: Brand Finalist
2025. Campaign Brief – THE WORK Health & Pharma Winner
2025 Campaign Brief – THE WORK Work for Good Winner
2025 Campaign Brief – THE WORK Experiential + Immersive Winner
2025 Marketing Excellence Awards Excellence in CSR / Cause Marketing Silver
2025 Marketing Excellence Awards Excellence in Event Marketing Gold
2025 Marketing Excellence Awards Excellence in Experiential Marketing Gold
2025 Marketing Excellence Awards Excellence in Gaming Gold
2025 Marketing Excellence Awards Excellence in Marketing Innovation Gold
2025 Marketing Excellence Awards Excellence in Sponsorship Activation Gold
2025 MAD STARS Solution Group Finalist
2025 MAD STARS (B) Use of Brand Experience & Activation
B01. Use of promotional stunts / live advertising / live shows / concerts / festivals Bronze
2025 MAD STARS Sports Stars
(A) Sectors
A02. Experience & Activation Bronze
2025 SMMA Best in Marketing Innovation Gold
2025 SMMA Best Event-led Campaign Gold
2025 SMMA Greater Good Awards Gold
2026 MARKies Most Creative – Cause Marketing Bronze
2026 MARKies Most Creative – Gamification Campaign Bronze
2026 MARKies Most Creative – Purpose Driven Campaigns Silver
2026 MARKies Specific Audience Gold