Ad Nut
Aug 2, 2019

Apple to China on creative exploration: 'What's the use?'

A new film promoting iPads jumps off from a commonly asked question about how students preparing for the Gaokao exam should spend their time.

A new film for Apple China by TBWA Media Arts Lab Shanghai, released on Youku, targets students who recently completed the higher education entrance exam known as the Gaokao.

It hinges on the question 'What's the use', which students often hear in relation to activities that don't directly align with the goal of passing the exam. Naturally, the story follows a student who, once the exam is over, conquers a monster representing rigid conformity and goes on to explore personal interests and creative endeavours, all with a trusty iPad in hand.

The film is set to the track “Control (控制)” by Chinese indie band Fazi (法兹乐队).

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


Related Articles

Just Published

1 day ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

1 day ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

1 day ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

1 day ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.