Hong Kong – Prudential Hong Kong, together with VML, has unveiled a new integrated campaign that turns parental anxiety about AI into a conversation on opportunity, creativity, and future-ready children.
Titled ‘Next-Gen’, the campaign responds to a joint survey with FuDan University, which found that 68.4% of parents believe AI will make it harder to predict and plan career paths for their children.
At its core, the initiative poses a provocative question for parents: “In the Age of AI, What Will Our Children Be Able To Do? (AI時代, 孩子可以做啲咩?)”
Rather than prescribing answers, Next-Gen encourages parents to see AI as a space of possibility, where children’s creativity, resilience, and passions matter as much as technical skills.
The accompanying hero film highlights three young talents from Hong Kong and Mainland China who are redefining success. Eleven-year-old Zheng Hao Hao, a national skateboarding athlete, competed at the Paris 2024 Olympics, becoming China’s youngest Olympian. Seventeen-year-old Micky Chan turned his passion for gaming into a career as a professional e-sports champion at the Asian Youth Games.
Meanwhile, Lam Lam, a law graduate from the University of Hong Kong, pivoted to become a travel-focused content creator, sharing adventurous experiences that inspire curiosity and creativity.
Their stories challenge traditional definitions of success and reflect a broader shift toward non-linear careers in sports, gaming, content creation, and emerging digital fields. The film is set to Eason Chan’s iconic Canto-pop song 《今日》 (“Today”), reinforcing the campaign’s message that parental support enables children to define their own paths—even in an AI-driven world.
Maggie Wong, CEO, VML Hong Kong, said, “The tension at the heart of this idea is universal across territories. Parents feel the pressure of AI and automation, but their kids are already exploring new frontiers – from e-sports to creator economies. Our role was to celebrate those next-gen stories and remind parents that their belief and support are irreplaceable, even in the age of machines.”
The campaign runs across high-impact outdoor sites in Hong Kong, including major commuter hubs, as well as digital and social channels, aiming to spark reflection and conversation among parents. Attention-grabbing lines such as “With AI transforming the workforce and displacing many entry-level jobs, what new careers will our children excel in? ” prompt engagement both in public spaces and online.
“Parents are asking how to future-proof their children in a world transformed by AI,” said Ivan Choi, chief customer & marketing officer at Prudential Hong Kong. “We understand their hopes and fears. With our latest ‘Next-Gen’ campaign, we want to show that while technology will change jobs, it doesn’t change what truly matters: nurturing children’s unique passions and giving them the protection and support to pursue them with confidence.”
“We didn’t want a one-way brand message; we wanted a genuine dialogue. AI is not just a tech topic—it’s a parenting topic. By putting this tension out in the open, we hope to help parents shift from worry to possibility when they think about their children’s paths,” Choi added.
Beyond the campaign, Prudential Hong Kong continues to support families through the PruNextGen platform, offering educational, skill-development, and wellness services to help children build soft skills and thrive in an AI-transformed future.
