Rebranding the Industry: The 4Days Campaign

Abstract

Emily CHAN, Isabella LEUNG, Jason KAN, and Miu WONG teamed up for the “HK4As Students’ Award 2024.” The team had to convince advertising directors to adopt a 4-day work week, using Gen Z perspectives, all within two months. Isabella and Emily as seniors, led the creative direction, while Jason and Miu focused on design and website tasks. They faced challenges in task division and time management, but their advisor Chevy, and the School of Design’s studio provided crucial support. Through collaboration and feedback, they learned to balance their strengths and improve the proposed campaign. The competition gave them hands-on experience and helped them grow as a team. Winning “Gold,” “Best Craft of Art,” and “Best of Show” made the effort truly memorable.