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5 July 2020

Culture Clash

by Syd Briscoe


HSBC: “Florence” - 60s

HSBC's latest campaign draws attention to the struggles that come from trying to live authentically in an unaccepting world. Championing minority voices, the work features stories from people across all walks of life - each of whom faces their own mental, emotional, and practical challenges in a society that presumes everyone is straight.

This instalment focuses on Florence, whose colleagues try to find her a boyfriend while she fears being outed in an office environment. Her anxiety and inner turmoil are eloquently drawn, as the film catalogues her step-by-step approach to passing for heterosexual.

It's an important reminder for businesses that - despite HR policies about discrimination - company culture around these issues matters. Homophobia is insidious, and often leaves people like Florence constantly waiting for the other shoe to drop.


ECD: Axel Chaldecott
Creative: Rupert Russell
Account Director: Amirah Hajat
Agency Producer: Henry Wiltshire
Film Production: Missing Link Films Ⓟ Ⓦ
Director: Rupert Russell Ⓦ
Producer: Ben Link
Executive Producer: Heather Link
Cinematographer: Sam Goldie
Editor: Iain Whitewright Ⓦ @ Whitehouse Post Ⓟ Ⓦ
Post Production: Nathan Hoad / Sally Heath @ Absolute Post Ⓟ Ⓦ
Colourist: Matt Turner / Adam Clarke @ Absolute Post Ⓟ Ⓦ
Audio Mix: James Benn @ Bark Soho Ⓟ Ⓦ
Composer: Alex Williamson

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