The Canopy has supported Hang Seng Preferred Banking in launching its 2026 hero campaign, positioning it as customers’ first bank for their first financial step.

Creative Platform

Carry 每一個 First Step (Got Your Back, Every First Step)

For young working adults, taking the first step in anything—whether in life or money—can feel daunting. This platform celebrates the act of starting. It positions Hang Seng Preferred Banking as a supportive companion that “carries” customers (Got Your Back) through the uncertainty of their financial firsts. The brand promise is empathy in action: you are not alone in your first step.

Execution

The Canopy has brought the “Got Your Back” spirit to life through authentic, relatable storytelling featuring popular 903 DJs Ah Jeng (阿正) & (Elsie). The campaign rides on their real-life friendship—their first job, first savings, and first time moving out—to illustrate how they “carry” each other through genuine personal firsts that resonate with target customers embarking on their own financial journeys.

This parallels directly to the bank’s two core product pillars: “Your Salary Companion” (payroll services) and “Your Investment Companion” (low-threshold investment products). By associating the brand with trusted personalities who embody the supportive “got your back” spirit, the campaign reinforces Hang Seng Preferred Banking as the natural choice for those taking important first financial steps.

Scope of Work

• Video
• KV
• Digital
• POSM
• Celebrity Line-up
• Social Content (developed with the support of Good Morning Creative, one of the Bees)