Thriving Ants is a response to a D&AD New Blood awards brief. For airport jetbridges, escalators and travelators, HSBC’s brand promise ‘Together we Thrive’ has been illustrated by ants on a journey. The ants carry six leaves in total, representing each triangle from the HSBC hexagon icon. The idea is that HSBC customers will be able to thrive just like these ants. The airport user forms an emotional connection with the ants as they too are on a journey with luggage.