RUNAWAY JOURNEY

In 2025 graduating class faces unprecedented pressure as 12.22 million graduates competing for limited jobs with only a 55% employment rate. In this graduation season, Huawei nova 14 aims to become an authentic companion for young users facing life's uncertainties, turning shared challenges into genuine connections and deeper trust. While other brands focus on campus nostalgia, we choose honest conversations about post-graduation struggles to connect with Gen Z's real anxieties.

Young graduates face high uncertainty and dislike overly positive or preachy messages.Failed job hunts. Crowded exam halls. Relentless exhaustion. At this graduation moment, the road ahead is full of uncertainty and a bit of mess. Yet graduates keep moving forward despite confusion or setbacks. Brands should recognize their resilience without sugarcoating reality.

To capture the collective uncertainty of graduates, we created the 'runaway jour-ney' symbolized by an out-of-control graduation bus. The film begins as a graduate leaves campus and boards the bus, hurtling through scenes of job rejections, cutthroat postgraduate exams, and exploring diverse careers and lifestyles. Across the timeline of farewells, imagined futures, flashbacks, and empowerment, the protagonist seizes the wheel and steers toward her own path.

The film conveys Huawei nova's core message: Confront post-grad uncertainty.
Grip the wheel. Where you go matters less than the courage to drive. The campaign ignited viral discussions among graduates. Users shared their chaos and snapped runaway moments, building connection and resonance with the brand.