STW Advertising entrusts us to create an fundraising advertisement for TVBS Caring for Taiwan Foundation, on how primary and secondary school age children can`t keep their mind on school due to poverty or any other reasons. The ultimate goal of this ad is through fundraising to help these children to return to school and find their direction in life again.

At the beginning, the advertising company has a great script and ideas, we condensed them into a few keywords, and found the style of the advertising direction very quickly: the classroom, handcraft work, the microcosm (Toy perspective), to increase the certainty of the following producing, but we also encountered some tough choices while doing style setting, because this is a public service campaign, it could be sorted to many different directions if we want to discuss the creative analysis of public service campaigns, but nothing more than to make the strong emotional appeal to the viewer. What we faced was we had to make choice from the two directions, one is the overall more realistic and serious, the other is freshing and lovely, realistic dignified showing the protagonist across all the difficulties, and hope to win viewers sympathy. To the contrary is using the happiness of playing and learning in the classroom, to bring the viewer like a toy-like scene, so that they feel that those children can return to the classroom is inevitable, the atmosphere is interesting and beautiful, and the end customers chose the bright style as you can see.

In addition, the idea of the microcosm, we are hoping to build the making of dreams through the perspective of a child who is making an art craft, and finally turned into the demands to the audience on the blackboard.