Dang Duc Ngoc
Their careers - their futures
In Vietnam, career choice is perhaps one of the large concerns within the society. The majority of Vietnamese parents used to think that their children must only pursuit high-income majors. Doctors, entrepreneurs and engineers are the best options on the list.
Ky Duyen
(Account planner)
Tu Anh
(Creative director)
Pham Trang
(Copy writter)
Anh Tu
(Account executive)
Hoang Hieu
(Art director)
Our big idea
To combat this issue, we come up with the big idea "Their careers, their futures". The decision on the careers should be made independently by an individual to have the best future. Parents should only be advisors rather than the commander. However, it is more important to influence students than to focus on the parents. They should be confident to make the final decision.
Our strategy
Since the showcase will be held at RMIT, there might be a large number of lost students and they might slightly feel connected to our project. Awareness, interests and behaviour changes are the main goals. To create attraction, we create the key visual of a "grown' man in a form of a kid. Because he is being fully controlled by his parents, he is unable to make his own decision from even the little things such as cloths to career choices.