BCT campaign evokes power of understanding

BCT has launched a new TVC featuring a story about a boy and his mother's emotional connection developed through playing the piano.The boy throws a tantrum, vowing never to play the piano again.  Many years later, he discovers a ripped piano score on which his mother wrote a message saying that she wanted to share her music with him.  He returns to the piano and his mother joins him.Ka Shi Lau, managing director and CEO at BCT, said the TVC reflects the core values of bringing value, of connectivity, caring and trust.[gallery link="file" ids="87417,87438,87419"]The TVC will run until 29 March on terrestrial TV channels, YouTube, TV screens along MTR tracks, in buses and the TV screen outside Times Square.  Static ads have also been placed on bus bodies, newspapers, magazines and on Facebook and digital and mobile ad networks.As part of the new branding initiative, BCT used a new typeface for its logo.Old logo:New logo:"For our new logo, we kept the circle symbolising our heritage and the strategic alliance of the founding shareholders while adopting a simple and fresh look.  The new typeface was incorporated for a contemporary touch," Lau said.TVC credits:Creative agency: GreyMedia agency: Carat