Hujiang Brand Campaign, 2018

Hujiang Online Education branding campaign to motivate students who have a bigger dream.

The Ask

Hujiang is one of the top online education platform in China. The brand wanted to launch a campaign targeting students who are studying for the exam of graduate school, IELTS and certificate of Japanese. Client asked for something powerful and motivative which is rare to be done in this industry. How could we achieve that?

The Answer

"Everything starts from insights."

We digged into the real stories of these students from personal interview to online social platform. Then transformed the stories to films with aspirational copy. Instead of telling how difficult of studying, we tried to show the positive results in order to motivate students.

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Video #1 The Bigger World, IELTS

Video #2 Never Quit, Graduate School

Video #3 Where Your Dream Led To, Japanese Study