Project

British Council - UK is Open

Video celebrating British Council and China

British Council - UK is Open

Overview

The British Council is a British organisation specialising in international cultural and educational opportunities. The British Council in China commissioned an online marketing campaign on behalf of the UK government platform in China.

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.

Approach

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.

 

Outcomes

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.