The Open University of Hong Kong has partnered with language enthusiast Uncle Siu and rolled out a campaign called “Keep Learning” for a part-time programmes (distance learning), aiming to drive public awareness for the programmes and deliver the message of keep learning.
The campaign comprises 3 animated videos, narrated by Uncle Siu and illustrated by animator Lau Kwong Shing (柳廣成). All videos are created based on the quotes from some famous influencers and stories, including Wizard of Oz, mathematician Newton, and philosopher Bertrand Russell.
“Higher education ads are usually information heavy. But this time we wanted to do things differently. Our aim is not to inform, but to move. Using inspirational quotes from different genres, my voice, and the brilliant graphics made by animator Lau Kwong Shing, we want to move people, old and young, to start learning again,” said Uncle Siu.
The creative approach of the videos not only aims to recruit more students for OUHK, but also attempts to increase the brand attractiveness and differentiates itself from other universities.
”As a tertiary education provider, we believe that knowledge is important part of life and we take pride in offering a wide range of quality programmes for aspiring individuals to expand their knowledge horizon. We hope this series of videos will arouse people’s interest to keep learning,” said Florence Chan, Director of Public Affairs, The Open University of Hong Kong.
She added: “It is also great to have the opportunity to work with Uncle Siu and we are impressed by his dedication to this project.”
The videos are widely spread in town through online social media platforms such as Facebook, Instagram, as well as OOH TV platforms including Times Square outdoor TV, MTR in-train TV and cinema.
Client: The Open University of Hong Kong
Agency: Havas Worldwide
Narrator: Uncle Siu
Animator: Lau Kwong Shing