Our Principal Engineers film for HSBC drew 16.9 million impressions and influenced 14% of its tech hires. In 2026 we took the same colleague-first approach to customer care with "Vulnerability does not discriminate".
16.9M
impressions for Principal Engineers
14%
of HSBC tech hires influenced
59%
rise in tech job applications in one month
The brief
HSBC wants to be the most trusted bank, with customers at the heart of everything it does. It asked us to show the people who make that real.
For 2026 the subject was customers in vulnerable circumstances, and the colleagues who design the standards, services and training that support them. The film was made first for HSBC's Group LinkedIn, as part of an ongoing series of colleague films.
What we made
We built a two-minute film around one interview with a senior manager who designs this support. We filmed over two days in Birmingham, in the city and in HSBC branches, so viewers see where her work lands.
The idea is in the title: vulnerability does not discriminate. A change in circumstances can happen to anyone, and it does not always show.
It follows our earlier HSBC film Principal Engineers: The Mission. That film featured six real engineers, filmed in the UK, Hong Kong, China and India, with real code and real screens instead of stock animation.
What happened
HSBC published "Vulnerability does not discriminate" on its own LinkedIn in July 2026.
Principal Engineers shows what this approach can do. It drew 16.9 million impressions with a 50% video view rate. LinkedIn page views rose ninefold. It influenced 14% of tech hires, and tech job applications rose 59% globally in one month.
It won Silver for Best Storytelling in Social Media at EVCOM 2025 and Best Branded Programme at the Brand Film Awards 2025. It was also a Shorty Awards finalist.
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