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Video Link:
http://suo.im/1fRteV
This video is part of a bigger rebranding project, it celebrates the joy of learning English, as it is often portrayed as dry academic process for the Chinese young. We used real students and teachers instead of professional actors, as we want to express the honesty of the brand spirit, and the truest interaction between them. Casting is deliberately racially diverse, challenging the current market perception that only caucasians are native speakers, which is not the case in reality. Different combination of words with the LE logo is key in overall branding.