Challenge
Cantonese is undoubtedly the most widely spoken language in Hong Kong.
Meanwhile, most non-local residents in Hong Kong don’t speak Cantonese,
limiting their experience in Hong Kong.
Insight
Many non-local residents in Hong Kong
are interested in Cantonese,
yet often give up halfway,
obsessing over perfection.
Solution
Advertise 'Drops',
an interactive vocabulary learning platform.
Create an advertising campaign
reflecting the immediate benefits
of learning Cantonese.
Learn Cantonese, Unlock Your Can-do-ness
Take the enabler term 'can' from the word Cantonese
to exhibit what learning Cantonese can bring to non-local residents' lives.
• Selected as a department representative graduation project for lobby exhibition; grades received A / A-
• Conducted surveys (100 responses), 1:1 interviews, expert interviews, and secondary research to frame learning drop-off as a perfectionism-driven mindset.
• Designed positioning that reframed product limitations into a core value of immediate learning impact.
• Defined copy direction and communication flow to drive behavioral use of learned vocabulary.
• Proposed a localization strategy through situation-based vocabulary sets tailored to everyday life in Hong Kong.
• Structured a phased communication flow linking awareness, action, and proof of experience.
• Led end-to-end project execution including research design, concept development, directing, and editing.
Understanding the Local Market
Rather than existing, generalized word sets,
this campaign proposes holistic vocabulary sets
specifically curated for Hong Kong Cantonese.
The Solution “for” the Audience
Prospective customers are
the protagonists of the campaign’s final stage.
They complete the campaign designed for themselves.
