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Chhayhak - Laor Hours

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Our assessment showed that the target audience—students and young academics—engaged more effectively with short, visual storytelling rather than long or text-heavy promotions. The campaign also needed a strong personal connection to make the books feel relatable and motivating, while the choice of location would play an important role in reinforcing the academic context and value of the content.

Media & Production

Challenge

Chhayhak – Laor Hours Project aimed to showcase Laor Hours’ writing books ahead of the new academic year, with the objective of building awareness and relevance among students. The key challenge was to present the books in a way that felt inspiring and modern, while still maintaining strong academic credibility, instead of relying on traditional or static promotional formats.

Solution

We proposed and produced a short, small-scale TVC featuring Chouri Laor Hours, filmed at American University of Phnom Penh (AUPP). The concept focused on authentic, inspirational storytelling within a real academic environment, using a concise TVC format optimized for digital platforms to effectively connect with students ahead of the academic year.