HTC

How do you make innovation visible when you’re not the most famous brand?

Across several years in EMEA, HTC faced a paradox: consistently one of the most innovative smartphone makers in the market, yet often less well known for it. Rather than relying just traditional awareness advertising, the work set out to demonstrate HTC’s innovation in the real world, under pressure, at speed, and in places competitors couldn’t credibly go.

From launching Footballfeed, a live, customisable second-screen experience for UEFA Champions League fans, to placing HTC devices in the hands of photographers and fans at the centre of elite sport and adventures, the brand proved its technology through use, not claims. Whether capturing and uploading fashion photography mid-skydive as part of a TV-led campaign, opening up cities through once-in-a-lifetime cycling detours, or giving fans closer access to the action on football’s biggest stages, the work consistently turned product capability into lived experience.

Together, these projects helped build awareness, credibility, and desire by showing what HTC devices could do - not in a studio, but in the field.