Campaign details
Brand: eHanlinAgency: Bates CHI & Partners / OgilvyCountry: Taiwan
Background & context
Han-Lin, the largest education publisher in Taiwan, has been producing quality textbooks for primary and secondary schools for many years. Recently, "Han-Lin Cloud Academy" was founded to provide high-quality and modernized online courses.
However, Taiwan, being a country that advocates higher education level, is not only full of busy schools and tutors, but most parents also adopted "helicopter parenting (parents who pay extremely close attention to their kids' activities and schoolwork)" and did not believe in self-discipline when it comes to their children,...