This year, it began with a stat we couldn’t ignore:
Over 90% of Chinese students have considered starting something. 
Only 1.3% have actually started.

That gap became our starting point. 

Students don’t lack ideas. They lack the confidence to begin.

In a culture obsessed with results, we wanted to focus on the part no one talks about: the “start” in “Great ideas start here.”
The messy moment before confidence kicks in. The blank file. The self-doubt. The very imperfect first try.
So, we built the campaign around five real students who started before they felt ready, and kept going anyway:

One built an AI-powered emotional support plushie 🐦
One made an app that talks to robots 🤖🦾
One turned thousands of data points into a story 🕸️
One created an app for sending messages to the universe 🪐
One used sound to power her digital art 🌳

We wanted to hear it from them, in their own words: what starting actually feels like. And hopefully, inspire more students find the confidence to begin.
Beyond the anthem film, to further drive consideration, we created three :15 feature films that dive deeper (15s deeper) into individual student stories.