In honor of Lunar New Year – a holiday observed by Asian and Pacific Island countries – HSBC (Hong Kong and Shanghai Banking Corporation), and Wunderman Thompson Canada have set out on a unique venture to uncover the most frequently used shade of red to honor and elevate Asian artists in the US market.
HSBC Bank USA partnered with one of the world’s finest collections of Asian art, The Asian Art Museum of San Francisco, to examine their collection of over 18,000 paintings, sculptures, textiles, and artifacts using an artificial intelligence-based program called Adobe Sensei. ‘The Luckiest Red’ has been digitally matched by Pantone to be distributed by Asian American artists for the purpose of creating works which will be shared by HSBC Bank USA in May, when the US will celebrate Asian American Pacific Islander Heritage Month.

This professional campaign titled 'The Luckiest Red' was published in Canada in February, 2022. It was created for the brand: Asian Art Museum of San Francisco and HSBC, by ad agency: Wunderman Thompson. This Integrated medium campaign is related to the Finance and Other industries and contains 1 media asset. It was submitted about 2 years ago by Marketing Manager: Lindsey Legat of Wunderman Thompson.


Advertising Agency: Wunderman Thompson Canada, Toronto, Canada


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