"Process Matters"
an advertising campaign to recall how process matters in children's learning
Tutor: Francis Hung
Music Images is a comprehensive music education and planning company, we encourage students to enjoy leaning music creatively while expressing their ideas freely without limitation.
Although due to the Hong Kong fast culture and education system, Hong Kong music and music education has also become a ‘fast food’ style structure, a lot of parents and children only focusing on getting highest grading results in a shortest limit of time without the quality of music education; ‘the matter of process’, without it, the children will not discover the wisdom and joy of music, beside they would only know how to operate musical instruments, but not music.
Therefore, we would like to recall how process matters in children's learning to the parents and general public. There will be three advertising videos, roadshow ad and website games in the campaign.
Video 1: A Gift For U
The Discovery
It is difficult for students to cultivate musical accomplishments to inspire creative thinking, and enjoy the process and results of learning music if there's no professional teaching. Also, there are many parents only focusing on the grading with their children and overtaking other children to gain success, though the disadvantages are the parents in most of the time over-encouraging their children and ignoring the children's true needs. This is the reason why we wanted to focus on the enjoyment in music education, and more importantly we care about the needs of the children and the negotiation, connection with parents. we would like to recall how process matters in children's learning to the parents and general public. The target audiences will be mainly young parents in the their early late 20’s to early 50’s
The Design Solution
There would be a series of three advertising videos, followed by roadshow ads and a website game page. Three outcomes focus on the tagline "Process Matters".
1. Online Video Ad
If we neglecting the process, things will be running out odd and unsatisfied. We should appreciate the process. We try to tell these points by telling real stories. Videos will be shown online such as Facebook, Instagram and YouTube.
2. Roadshow Ad
There should be a space for process. We have chosen bus stops around Hong Kong is because the glasses and the structure of the bus stops could give us a more creative way in emphasizing the space in a 2D dimension. The lack of photos in the ads symbolises the lack of process.
3. Website games - Find the process
We would make a new website subpage with built-in website games. Parents could play the music games together with children and learn music from the games. There are three rounds of games that audiences will need to complete different challenges in different entry points such as pacing the melodies, recognizing the correct music key and instruments.
Video 2: A Wonderful Family Trip
Video 3: Bicycle Riding Day with Mum
