In 2017 we had the opportunity to re-think the thousands of jet bridges HSBC had access to across the globe under the new ‘Together we thrive’ endline. It seemed like the perfect opportunity for a huge colloboration project with various artists, entrepreneurs, charities and businesses who help that particular city or country thrive. We wanted to create a vibrant ‘hello’ or ‘goodbye’ for the millions of people who walk along these jetbridges every year. The plan was for the HSBC logo to become a QR code, linking passengers with relevant entertaining content for the flight or an immersive VR experience whilst they queued in the jet bridge to board their flight.