2025 Advertising
Depop
Role
Concept, Art direction, Design
Team
Brie Kim, Yoonhee Cho
Instructor
Jay Marsen, Lex Beltrone
Studying abroad opens up a world of opportunity, but adjusting to a new culture can be overwhelming, especially for first-time international students.
Insight
Most international students arrive prepared academically, but unprepared for the everyday culture waiting outside the airport.
Idea
Welcome Abroad is HSBC’s in-flight cultural education program for international students. Partnering with major airlines, HSBC used seatback screens to teach local customs and everyday tips—helping students feel more confident and at home before they even land.