SAN FRANCISCO, USA — 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.
“In Chinese culture, red usually suggests something vigorous, enthusiastic, inspiring, or auspicious,” says Dr. Jay Xu, the Barbara Bass Bakar Director and CEO at the Asian Art Museum of San Francisco. “It is also a common color in classical Chinese paintings. Red encapsulates rich social, cultural, and spiritual meanings.”
Caroline Scurr, Head of Acquisition & Engagement, U.S Marketing, HSBC Bank says, “With thousands of shades of red, the ‘luckiest’ can be hard to pinpoint – until now. The journey of finding this color is as much about celebrating the culturally remarkable forms of art that Asian artists have contributed to the world.”
Ari Elkouby, Executive Creative Director for Wunderman Thompson Canada says, “The diversity and mastery of Asian art rivals many of the Western or European masters – but few are household names. We saw this as an opportunity to bring light to these amazing artists who influenced many of more well-known artists we celebrate today.”
Visit the HSBC “The Luckiest Red” website here.
Agency: Wunderman Thompson Canada
Chief Creative Officer: Ari Elkouby
Copywriter: Sucheta Shankar
Art Director: Lily Coyle
Associate Creative Director: Raj Gupta
Typographer: Pan Jianfeng
Managing Director: Scott Miskie
Account Team: Chandler Powell, Sarah Rosen, Anaysha Jairam
Agency Producer: Jennifer Cotton, Demi Veselinovic, Sarah Lasch, Christine Tsao
Strategy: Matt Ball, Barbara Jung, Arielle Peters
Production: Sauce Production
Editor: John Collucci, Justin Zhou
Audio Production: Stephen Stepanic
Color Grading: Smile and Wave
PR: Lindsey Legat
Client: HSBC US
Clients: Kristen Calogero, Laura Rastogi, Caroline Scurr
PHD Media: James Rubino, Alison Horowitz, Sean Gering, Corin Trembath, Ellen David