HKT peeks into the future

Imagine how technology would transform your life in a decade or two.According to HKT's Building for Tomorrow Today latest TVC, it's probably going to be high-tech post-its that you can read and interact with on a pane of glass, or even transfer onto a coffee table for a casual meeting at the office.The TVC has been aired on TV in the form of 30 and 60-second video ads. A series of print ads have also been placed in newspapers.The TVC kicks off with a upward swiping motion, much like what you would see if you swiped your smartphone with your finger.Creative director Can Wong, whose agency Communion W created the campaign, said: "Everyone does this motion on their phone to scroll up and down. We wanted to give the audience to a sense of familiarity. If you are watching the ad on TV, it would grab your attention because it’s different."Wong points out that upon a closer look, the technologies featured in the TVC are not actually that far away."Smart living has been going on for a while. For example, we already have smart glass but we wanted the TVC to go beyond what is commonly used by people today," Wong said."Human needs remain the same in the face of technological advancement. We would continue doing what we always do - go for a run, bake a cake - but because we have good technology, these things would be more assimilated into our lives," Wong said.Consistent with the humanised view of advanced technology, the TVC solicits the viewer's emotions, such as through laughter shared by the different characters near the end."Technology should not be cold, distant or out of reach," Wong said.The brand image the ads seek to build is of a network that remains by your side as technology advances."Our mission is to anticipate the future needs of our customers and to invest in our networks today," Alex Arena, group managing director of HKT said.TVC credits:Creative Agency: Communion WExecutive Creative Director: Joel ChuCreative Director: Can WongAccount Director: Lisa LamSenior Account Manager: Sherise TangTV Director: SNG Tong BengTV Producer: Tammy HuiMedia agency: Maxus Hong Kong