Selling China to the world

An advert was commissioned by the Chinese government from a Shanghai-based agency to promote China in advance of President Hu’s visit to the US. The problem was that the video didn’t resonate all that well with western audience;  maybe it was the agency, maybe it was the brief or maybe it was time constraints and the need to do something.

EF, the language school commissioned this much more personal portrait of China as way of selling the country as a destination for language students and I think it is much more successful since it shows Chinese humanity rather than a litany of facts. The agency Camp David have made a great video that is not only an ambassador for EF but China, they managed to give Beijing the appeal of Paris.

EF – Live The Language – Beijing from Albin Holmqvist on Vimeo.

Hat tip to Shanghaist