…

Brief:

Get: fellow university student peers.

To: take the first step in relationships with peers from the other side of the world.

By: opening their minds to new perspectives.

摘要：

受众: ⼤大学⽣生群体。

⺫⽬目的: 迈出与世界另⼀一端同龄⼈人沟通的第⼀一步。

⽅方式: 启发新的思维⽅方式，拓宽眼界。

Why aren’t there more friendships between American and Chinese students?

为什么中美学⽣生之间没有更进⼀一步的交流？

Negative stereotypes Fear of taking the first step Lack of cultural knowledge

Language barrier

Insight:

负⾯面的刻板印象 不敢迈出第⼀一步 尴尬的冷场 语⾔言障碍

出发点:

To seek out and celebrate differences, students must overcome ignorance and racism.

为了更好的体验差异带来的乐趣， 学⽣生们必须克服对彼此的不了解和偏⻅见。

A single ad campaign can’t solve racism.

单单⼀一个⼲⼴广告提案并不可以从根本上解决偏⻅见。

But it can help students overcome their fear and take the first step toward communicating.

但它可以帮助学⽣生们克服恐惧， 并轻松地迈出沟通的第⼀一步。

Make students want to talk to each other +

Help them do it

让学⽣生们想要交流 +

帮助他们去实现

Strategy:

Make students want to talk to each other +

Help them do it

让学⽣生们想要交流 +

帮助他们去实现

Strategy:

What do Chinese college students have in common with American college students?

中国学⽣生和美国学⽣生之间有什么相似之处？

What if we combined American and Chinese slang terms into a brand new language?

如果我们把美国和中国当下的流⾏行语 结合成⼀一种全新的语⾔言呢？

To get students talking to students.

让学⽣生开始与彼此说话。

WTF

TWEAKEDTHOT

BYE FELICIA 直男癌

RATCHET

IDFC 累觉不爱

GTFO

HELLA

IDFK

萌萌哒

绿茶婊

⼩小鲜⾁肉城会玩

fookTM

fookMy teacher never taught me this.

⽼老师怎么不教这些

TM

fookMy teacher never taught me this.

⽼老师怎么不教这些

TM

The app caters to the interests of two very different groups of students.

这个应⽤用程序是为了激发这两个截然不同群体的兴趣。

Interactive posters call students to action with collectable words and points.

互动性的海报让学⽣生主动收集新词并得到奖励分数。

““ D

Collect. Earn.

Connect.

收集。 收获。 联结。

But we didn’t stop there…

但是我们想要的不仅如此....

We asked students, “How far would you go for a free beer?”

我们问过学⽣生们， “你愿意付出什么⽽而获得⼀一杯免费的啤酒？”

This wouldn’t be a campaign directed at college students if we failed to include social media.

学⽣生们不只是在坐出租⻋车时感到⽆无聊， 他们每三分钟就会开始⽆无聊 。

Connect Fook to Facebook and see who else is scanning.

⽤用Facebook登陆Fook， 就可以匹配到同⼀一时段使⽤用该功能的⽤用户

Enhance a snapchat selfie with Fook filters.

Fook滤镜让Snapchat变得更有意思。

Follow us on Tumblr: msufook.tumblr.com

关注我们的Tumblr： msufook.tumblr.com

fook

Fook understands students.

Fook懂得学⽣生想要什么。

And faster than you can refresh your Instagram feed, students will understand students.

⽐比你刷新Instagram的速度还要快， 学⽣生们将会互相理解。