The challenge.
Our brief was to portray the UK as a nation which is welcoming and open for cultural exchange and business; one where economic growth and a strong energy drive momentum for change and one where a “youthful spirit” drives innovation, creativity, and enterprise.
The work.
We created one main film (below) and six short films (30 seconds each) which together made up a campaign in China to promote the UK as a global, welcoming partner for China for the 21st century. We crafted the content with the overarching theme of ‘UK is Open’ across 6 key thematic pillars - Education, Culture and Creative Industries, Sport, Health, Science & Innovation and Tourism.
The outcome.
The film supported the ‘Britain is GREAT’ campaign and became a key tool for stakeholders across the platform in China to use to promote engagement, opportunity and momentum in 6 key sectors. SIx shorter videos were also created from the master film and scaled-up across different markets.