# Frozen Asset Advertising The HSBC Insurance Iceberg Campaign Recognizes Your Investments By Amelia Roblin | Published 2011-06-02 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/hsbc-insurance-iceberg-campaign References: [adsoftheworld](http://adsoftheworld.com/media/print/hsbc_insurance_iceberg_house) & [jwt.br](http://www.jwt.com.br/) To a bank, your house may simply be a house, or more accurately a mortgage, but what this [HSBC](https://www.trendhunter.com/trends/hsbc-1) Insurance iceberg campaign aims to communicate is that this is one [financial institution](https://www.trendhunter.com/trends/more-human) that appreciates the depth of your investments. Using the "tip of the iceberg" metaphor to describe the commitment and the work most people have put into their houses and vehicles, these prints by the JWT advertising agency of São Paulo, Brazil, attempt to account for the time, money and the sacrifices that one makes to purchase such big ticket items. The floating icy islands even take the form of some of the incidental investments of items that fill your home. Reminding car owners and homeowners of the invisible value of their assets, these HSBC Insurance iceberg campaign promote a service to keep them safe. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 42% | Activity: 40% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Market](https://www.trendhunter.com/market) ## Key Themes ### Why This Trend Is Growing - **Asset Appreciation:** HSBC Insurance's iceberg campaign uses a metaphor to recognize the depth of investments, creating an opportunity for disruptive innovations in the finance and insurance sectors. - **Emotional Connection:** The campaign aims to establish an emotional connection with customers and their assets, creating an opportunity for disruptive innovations in branding and marketing. - **Visual Metaphors:** The use of visual metaphors in advertising creates an opportunity for disruptive innovations in graphic design and visual communication. ### Industries Being Reshaped - **Finance:** The campaign promotes HSBC Insurance, creating an opportunity for disruptive innovations in the banking and investment sector. - **Insurance:** The campaign promotes HSBC Insurance, creating an opportunity for disruptive innovations in the insurance industry. - **Marketing:** The campaign aims to establish an emotional connection with customers and their assets, creating an opportunity for disruptive innovations in branding and advertising. ## Related on Trend Hunter - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Authenticity-Forward Insurance Campaigns](https://www.trendhunter.com/trends/allianz-ireland.md) - [Retail Advertising Campaigns](https://www.trendhunter.com/trends/ikea-hides-price.md) - [Heartwarming Bank Campaigns](https://www.trendhunter.com/trends/next-thing-you-know.md) - [Financial Conversation Hearts](https://www.trendhunter.com/trends/financial-conversation-hearts.md) - [AI-Crafted Banking Ads](https://www.trendhunter.com/trends/ai-ads-by-bank.md) - [Artful Illusory Ads](https://www.trendhunter.com/trends/illusion-artwork.md) - [Heartfelt Bank Ads](https://www.trendhunter.com/trends/synchrony-bank.md) - [Household Expense Ads](https://www.trendhunter.com/trends/what-ai-can-save.md)