American Academy was proud of their curriculum. It taught students to be critical thinkers, with an entrepreneurial American spirit. And uniquely, much of the learning was based on giving students real-world experiences and projects. They wanted a campaign that communicated this to parents in Singapore.
Rather than say it, we decided to show it. We put their students to work. With a little guidance, and in a Singapore first, the students of the school, made the campaign for the school.
Every aspect of the campaign, from copywriting, to art direction and photography, was done by the students.
We turned the kids into interviewers, in testimonial videos from parents, teachers and other students.
