“What’s the use?” (这有什么用?) - one of the most frequently asked questions by Chinese parents - that kills dreams. We want Chinese youth to kill this question and explore their new life on iPad, regardless what they want to do is “useful” or “useless”.
The animated film follows the journey of a young boy who grew up in the shadows of a monster, formed by the Chinese characters of the question “what’s the use?” which represents a predestined fate to live life free of exploration.
The campaign is launched on Douyin and QQ (most popular social platforms for Chinese students) in summer, situated at the moment when students just pass the Gaokao exam and about to get into university (i.e get a new digital device). The film is made in vertical and horizontal versions with different durations to fit with specific medium and set to the track “Control” By Chinese indie band Fazi.
:60 Vertical (View on phone)
:60 Horizontal (EN Subtitles)
:15 Note taking
:15 Stargazing
