World’s Largest Welcome Mat
HSBC Bank

To prove that HSBC was the Canadian bank that was the most welcoming to newcomers, we greeted incoming immigrants with a heartfelt symbol of warmth and togetherness. We placed a 85,000 sq. ft welcome mat along the final approach to Toronto’s Pearson International Airport, so newcomers could see it on their final descent to their new home. Making this message all the more meaningful was the fact that it was launched at time when xenophobia was at one of its highest points.

Creative Collaborators:
Jeff Topol: Copywriter
Zuheir Kotob: Art Director
Jen Cotton: Producer
Josh Chaiton: Director