BOCHK’s Family Max programme is designed to help affluent households plan, grow, and protect family wealth through a comprehensive suite of rewards, tiered privileges, and holistic wealth management support. The initiative brings together multi-generation financial planning, exclusive banking services, and personalised benefits that empower families to build long-term financial resilience.

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For this phase of the programme, BOCHK sought to enhance customer awareness and elevate the Family Max identity with a refreshed creative direction. The campaign communicated the programme’s unique value - from family-linked accounts and milestone rewards to premium investment, protection, and cross-border wealth services — positioning Family Max as a modern, reliable partner for family-oriented financial growth.

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We led the full creative development and production for the Family Max campaign, including key visual design, photoshoot direction, and asset production across ATL and digital touch points. Our work delivered a cohesive visual system that captured the warmth, trust, and multi-generational focus of the programme, strengthening BOCHK’s positioning in the high-value family wealth segment.

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