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 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...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
The Washington Post: being owned by Jeff Bezos 'allows us to think long term'
Premium
1 hour ago

The Washington Post: being owned by Jeff Bezos ...

EXCLUSIVE: The Washington Post's new chief revenue officer Joy Robins talks to Campaign about the future of media, innovation under Jeff Bezos, and the Post's attempts to build a digital ad network to rival the big platforms.

Premium
MediaCom launches business acceleration programme
Premium
2 hours ago

MediaCom launches business acceleration programme

Industry-wide workshops and content will be curated with practical and actionable themes.

Premium
You've never seen church fliers like these before
Premium
2 hours ago

You've never seen church fliers like these before

When your church has one of Asia's best-known creatives, Eugene Cheong, as a member, you get a punchy, smart and memorable campaign for your upcoming events.