Gary Freedman
Director at Good Oil
London, United Kingdom
TitleLift
Agency
Campaign It's Never Just Business
Advertiser HSBC
Brand HSBC
PostedJune 2015
Business Sector Banking, Finance, Law & Insurance
Story Running a business is about more than just the numbers — it’s about people and human ambition. To encapsulate this, Grey London has created a film depicting one man’s journey, from the launch of his company in 1974 up until the present day, and tells the story of everything he’s experienced in between: the up-and-down, four-decade journey of a business, from start-up to multinational corporation.The twist? It’s set entirely in a lift.“The lift film is really a metaphor for the journey of a business and the people that run it. It takes us through time, and you get to see and feel events in the lifecycle of a business. Yes, it’s a lift journey but it’s the most extraordinary lift journey in the world”, says Nick Rowland, Creative Director at Grey London.As the lift — and the business — progresses upwards, a multitude of storylines play out within nine square feet: shaking hands on that first deal, watching the number of employees swell and an office romance blossom, office politics and arguments, the bad times — and the anger and frustration they can bring, the crucial deal with foreign investors… 
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