Campaign Brief Asia recently picked up on our recent piece for The Learning Lab. Check out the article here.
Full article as follows -
GOVT Singapore has launched a new campaign for Singapore’s leading provider of tuition, The Learning Lab. The film, Generation ‘You’, introduces the generation that may be our greatest yet, our children’s.
The two-minute film explores the usual criticisms of today’s children, such as their perceived tech-induced narcissism before taking a turn to reveal how this very generation is in the best position to create the changes we need for a better future.
Directed by Jac Min of Semicolon, the spot takes viewers on a visually pleasing journey which follows a child and shows how she represents the hope we have for a different, better future.
The launch of Generation ‘You’ is part of a broader strategy by The Learning Lab to communicate its strength in the private education sector. Providing strong academic support while inspiring students to go beyond grades and widen their perspectives. The Learning Lab seeks to equip their students with the knowledge, skills and the disposition needed to answer the most challenging questions beyond the classroom.
“As educators, we at The Learning Lab strive to nurture the love of learning and to pique the curious minds of our students. We not only help them build a strong foundation and do well in exams, but also widen their perspectives to develop independent and critical thinking about the world around us,” said Ng Yihang, Head of Marketing at The Learning Lab.
“With Generation ‘You’, we hope to inspire kids to go beyond textbooks and grades. We want them to see what’s possible with the knowledge they glean from lessons and learning materials, and think about the positive impact they can have on the world and the society.”
Kevin Poh, Creative Director, GOVT, said: “We made this film to show the much-maligned generation of our children’s in a different light. Not as kids constantly addicted to social media, but as possibly the greatest generation to come. Because they’re the ones who would have to grow up and grapple with some of the toughest problems we have, like climate change, inequality and pandemics.
“An insight expressed through what we hope is a visually interesting, progressive and thought-provoking piece about our next generation’s enormous potential, and The Learning Lab’s commitment to realising it.”