The series of Youtube clips meant to go viral features a 'Tiger Mom' who suggests very dubious methods to get her child to study harder and make it to Ivy League glory, such as kneeling on durian shells if homework is not completed.
Kymechow wanted to make a point that some of the tactics represent an approach which is contrary to academic success, and to The Edge's philosophy of learning. Its founder Duc Luu states that "education should not teach us what to think, but how to think".
The Edge was launched in 2008 to help students excel and gain acceptance into top overseas educational institutions.
Kymechow creative director Chris Kyme described the approach as “a refreshing way to disrupt the already crowded educational landscape in Hong Kong”.
“Everywhere you look, you see advertising which emphasises results, results and results, which in many ways feeds into the 'Tiger Mother' mentality," Kyme said. Parents should be
understanding a child's individual abilities instead of putting them in cram-schools. "It's about a smarter way to educate," he said.
Matthew Sears, head of institutional sales at The Edge, added, “With this campaign we're hoping to draw attention by poking fun at some of the often painful lengths students are driven to in pursuit of educational goals".
Credits:
Project: Top Tips for Tiger Moms
Client: The Edge
Agency: Kymechow Communications
Creative Directors: Chris Kyme / Lorraine Liu
Art Director: Dominic Chan
Copy: Chris Kyme / Flora Chow
Director: Duc Luu via The Media Village
Producer: Kitty Lau
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