HSBC Launches Global "We’re There" Campaign Using Big Wave Surfing as Metaphor for Trust

HSBC has launched "We’re There," a global integrated campaign designed to position the bank as a strategic partner for navigating market volatility. For fintech and banking professionals, this shift signals a move toward trust-based brand equity as a differentiator in an increasingly unpredictable global economic landscape, moving beyond simple transactional utility to emphasize long-term risk management.

What was announced

The "We’re There" campaign is built around a cinematic hero film featuring big-wave surfer Matahi Drollet and jet-ski driver Tahurai Henry. Shot at the Teahupoʻo surf break in Tahiti, the footage captures the pair navigating swells exceeding 25 feet. This high-stakes environment is intended to serve as a visceral metaphor for the strategic partnership required between a bank and its clients during periods of market volatility. The campaign was developed by Team Helix, a dedicated WPP agency team led by VML UK in collaboration with VML Lisbon.

The rollout is a comprehensive 360-degree campaign. It includes digital and social media assets, streaming platform advertisements, and content for inflight entertainment on major flagship airlines. Beyond the short-form content, HSBC has scheduled the release of a documentary later this year that will explore the technical and emotional connection between Drollet, Henry, and the Teahupoʻo wave. Production was handled by Superprime Films and the local Polynesian firm We Are Ora, with media placement managed by OMG Media. The campaign also incorporates out-of-home (OOH), digital out-of-home (DOOH), and print assets produced by Untold Fable. The creative direction was led by filmmaker Kiku Ohe alongside cinematographers Tim Lorentzen and Morgan Maassen, focusing on the patience and strategy required to manage extreme risk.

"Trust is the thread running throughout “We’re There”. From the faith Matahi has in Tahurai to put him in the perfect position on the wave, to the crew’s expertise and patience in filming an extreme and unpredictable sport, the film captures an uneasy truth of the world’s unpredictability. I can't think of a better way to establish our new ambition to be the world’s most trusted banking partner."

Donata Peksa, Global Head of Brand Campaigns, HSBC.

The companies involved

HSBC stands as one of the largest banking and financial services organizations in the world, maintaining a significant presence across global markets. The institution has recently focused on aligning its brand identity with its role as a facilitator of international trade and wealth management. This campaign represents a centralized effort to unify that message under a single global ambition centered on trust and strategic growth.

The creative execution was spearheaded by VML UK, a key component of the WPP network. WPP is a global creative transformation company that provides a range of services including communications, experience, commerce, and technology. The "Team Helix" model utilized for this campaign is a bespoke integrated agency structure designed specifically to service HSBC’s global requirements. The production also relied on specialized local expertise through We Are Ora, a production company based in Tahiti, ensuring that the high-risk filming at Teahupoʻo was managed with local knowledge of wave conditions and safety protocols. This collaboration highlights the growing trend of global brands utilizing hyper-local production partners to achieve authentic, high-stakes visual storytelling.

What FF News has reported before

FF News has extensively tracked HSBC’s recent efforts to modernize its infrastructure and expand its market reach. In September 2026, the bank made significant strides in digital transformation, as seen when HSBC Launches AI-Powered Smart Checking to Revolutionize Global Trade Finance Documentation. This was followed closely by technical upgrades in the derivatives space, where HSBC Integrates Nasdaq Calypso to Modernize Global ETD Clearing.

The bank has also been active in the fintech investment ecosystem. We reported that Citi and HSBC Back IPID’s $16M Series A to Combat Global Instant Payment Fraud, highlighting a focus on security in the payments sector. Furthermore, the bank has refined its retail strategy, particularly for high-net-worth individuals, as HSBC US Revamps Premier Banking to Capture Global Affluent Wealth Segment. These moves collectively demonstrate a dual focus on technological innovation and market-specific growth.

What this means

This move signals a broader shift in the banking industry where "trust" is being reclaimed as a primary competitive asset. As fintech challengers have historically competed on speed and user experience, incumbent giants are now leaning into their legacy of risk management and stability to counter market volatility. The use of high-concept, cinematic metaphors suggests that traditional banks are moving away from purely functional marketing toward emotional brand-building. This puts pressure on mid-tier institutions and digital-only players who may lack the historical depth to claim "strategic partnership" during global economic shifts. The industry is entering a phase where the ability to demonstrate resilience is as valuable as the technology behind the service.