Cannes Contenders: FCB Hong Kong
How will Asia Pacific perform at Cannes this year? During the lead up to the Festival Campaign Brief will be showcasing the work we hope will impress the judges …
The rote system of learning in Hong Kong trains kids to memorise model answers for exam results,inhibiting any natural creativity. This process just tests their ability to remember the answers. Canon and FCB Hong Kong wanted to free kids’ minds from stereotyped instructions and encourage their creativity to soar with the online photo Kidictionary.
Unlike a traditional dictionary, this online tool has no definition accompanying the word. Kids were invited to discover the meaning on their own and express their understanding of the word in images which were then uploaded to their own photo Kidictionary. The kids came up with visual imagery that stunned everyone with its creativity.