This Tencent Youth Science Festival campaign turns kids' instinct for destruction into playful, hands-on science— Clapboard's Global Ad Archive.

Media / Entertainment

POSTER-POSTCARD-POST IT - Tencent Youth Science Festival | Clapboard Ad Archive

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POSTER-POSTCARD-POST IT - Tencent Youth Science Festival | Clapboard Ad Archive

POSTER-POSTCARD-POST IT, created for the Tencent Youth Science Festival by Tencent in House, reframes the perennial challenge of disposable educational materials for children by transforming destruction into a launchpad for engagement and creativity. Where much of the market continues to lament the waste as campaign posters for kids are inevitably torn, discarded, or defaced, Tencent Youth Science Festival seizes this moment of chaos as an invitation for hands-on scientific exploration, making tactile deconstruction a core feature of its integrated campaign. In a market category crowded with passively received educational media, the campaign’s genius lies in its deliberate provocation — designing posters that demand to be destroyed and repurposed as postcards, and then encouraging children to post or share the remnants, ensuring the experience is as physically interactive as it is mentally stimulating. This playful, gamified approach aligns perfectly with the festival’s commitment to experiential STEM education, inviting its young Chinese audience to view the boundaries between play, learning, and environmental responsibility as porous and mutually enriching. The strategy draws from subtle behavioral science, tapping into the intrinsic satisfaction children derive from tactile exploration, and deftly redefines what it means to engage with science — not as something to be memorized, but as something to be actively constructed, deconstructed, and shared. The campaign, operating in the media and entertainment sector, achieves a fresh synthesis between creative education and sustainability, offering a powerful counterpoint to the traditional throwaway nature of conference collateral. What Clapboard’s taxonomy would classify as FORMAT#3—Symbolize the Problem, the creative device repositions the issue of waste — posters destined for the trash — as a symbol of scientific play and possibility, asking children and educators alike to see destruction as the first step toward invention. With its roots in Chinese language settings and its bold rejection of passive consumption, POSTER-POSTCARD-POST IT stands out as a new model for participatory youth marketing in education-focused campaigns, further distinguished by Tencent in House’s ability to harness local cultural insights with universal childhood instincts. The campaign earns 71/100 in Clapboard’s global creative archive. This campaign matters because it demonstrates that, in educational communications for children, catalyzing authentic interactivity can radically transform the meaning of engagement, even in spaces where “waste” might seem inevitable.

Credits

Client

Tencent Youth Science Festival

Agency

Tencent in House

Executive Creative Director

Akae Wang

Art Director

Ken Lin

Copywriter

Yuanmeng Liu

Category Mind Map

48%

The Tencent Youth Science Festival’s campaign "POSTER-POSTCARD-POST IT" redefines conventional approaches to educational materials by embracing destruction as a form of creation. Recognizing that children naturally enjoy dismantling and transforming objects, the campaign shifts this behavior from wasteful to constructive, framing science education as an engaging, playful experience. The core brand proposition centers on turning the learning process into an interactive game, encouraging curiosity and creativity by inviting children to physically manipulate and repurpose educational posters rather than passively receiving information. Strategically, the campaign leverages a behavioral insight into children’s innate tendencies toward tactile exploration and destruction to deepen engagement. Instead of resisting this natural impulse, the campaign integrates it into the educational content, thereby enhancing relevance and enjoyment. The creative angle of deliberately producing posters meant to be torn, transformed, and interacted with distinguishes the campaign in a field often dominated by static promotional materials. Targeting children within the broader education and entertainment markets, the campaign positions Tencent Youth Science Festival as an innovator in making science accessible and fun through experiential learning. This approach not only aligns with the festival’s educational objectives but also addresses environmental concerns by reimagining the lifecycle of paper materials, linking sustainability with interactive play. Overall, the campaign’s strategy reflects a nuanced understanding of child psychology and contemporary attitudes toward learning, aiming to foster a positive association between science and play in the Chinese market.

FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally. The campaign focuses on the issue of kids destroying promotional materials, which would typically be framed as wasteful or negative. However, rather than just showing this problem directly, the creative approach is to treat destruction as a symbolic starting point for creation—turning the act of tearing or dismantling posters into a metaphor for scientific play and discovery. The "POSTER-POSTCARD-POST IT" concept intentionally designs materials meant to be destroyed, thus symbolizing how playful ‘destruction’ can seed innovation and learning. This reframing relies on symbolic interpretation rather than straightforward demonstration or literal storytelling, making FORMAT#3 the best fit. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. iKid – Market Positioning iKid positions itself as an interactive educational platform combining entertainment and STEM learning for children. It differentiates by integrating gamified science experiments with digital interfaces, making complex concepts accessible and fun. The brand emphasizes hands-on learning and creativity, targeting young learners who thrive on interactive and immersive educational experiences. 2. Ximalaya Kids – Market Positioning Ximalaya Kids leverages its strong audio content expertise to offer educational podcasts and storytelling aimed at children’s cognitive and emotional development. It stands out by providing a vast library of science and knowledge-based audio content that parents can trust, blending education with entertainment through auditory learning tailored for young audiences. 3. BabyBus – Market Positioning BabyBus focuses on early childhood education through animated videos, interactive games, and apps. It differentiates by creating engaging, age-appropriate content that promotes curiosity and foundational science knowledge. Their strategy hinges on localization and cultural relevance, especially for Chinese-speaking children, positioning themselves as a trusted early learning companion. 4. Xueersi Online School – Market Positioning Xueersi Online School delivers comprehensive online tutoring and courses in science and math for children and teens. It positions itself as a rigorous academic supplement that blends live instruction with AI-driven personalized learning paths. Their strategic focus is on improving school performance and critical thinking through structured and measurable outcomes. 5. LittleFox – Market Positioning LittleFox is an English-language educational platform that combines storytelling with science concepts for children globally, including China. The brand differentiates through high-quality animation and storytelling that make learning science an adventure. Its global outlook and bilingual content cater to parents seeking English proficiency alongside STEM education.

Q: What is POSTER-POSTCARD-POST IT/Tencent Youth Science Festival about? A: POSTER-POSTCARD-POST IT/Tencent Youth Science Festival is an integrated campaign created by Tencent in House for the Tencent Youth Science Festival, launched in China in 2021. The campaign addresses the issue of traditional educational materials for children being quickly discarded by transforming the act of destruction into a creative and educational experience. By designing posters that are meant to be torn apart and repurposed into postcards, the campaign invites children to engage with science through hands-on play, aligning with the festival’s mission to make science fun, interactive, and accessible. Q: What creative device does POSTER-POSTCARD-POST IT/Tencent Youth Science Festival use? A: POSTER-POSTCARD-POST IT/Tencent Youth Science Festival employs FORMAT#3 SYMBOLIZE THE PROBLEM, as classified by Clapboard’s 12-format taxonomy. Instead of depicting the wastefulness of destroyed promotional materials literally, the campaign uses the act of tearing and repurposing posters as a metaphor for scientific discovery and playful learning. This symbolic approach reframes destruction as the starting point for creativity, encouraging children to see the process of dismantling as integral to exploration and innovation. Q: What is the campaign proposition for POSTER-POSTCARD-POST IT/Tencent Youth Science Festival? A: The campaign proposition for POSTER-POSTCARD-POST IT/Tencent Youth Science Festival centers on redefining science education by embracing children’s natural tendencies toward tactile exploration and destruction. By turning the learning process into an interactive game where children physically manipulate and repurpose educational posters, the campaign encourages curiosity and creativity. This approach positions the Tencent Youth Science Festival as an innovator in experiential learning, making science both accessible and enjoyable while addressing sustainability by reimagining the lifecycle of paper materials in the education and entertainment market. Q: How does POSTER-POSTCARD-POST IT/Tencent Youth Science Festival rank in Clapboard's archive? A: POSTER-POSTCARD-POST IT/Tencent Youth Science Festival holds a Clapboard Campaign Score of 71/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive. Q: Who are the competitors in Tencent Youth Science Festival's category? A: In the youth education and entertainment sector, Tencent Youth Science Festival competes with brands such as iKid, which blends gamified science experiments with digital interfaces for interactive STEM learning; Ximalaya Kids, known for its trusted educational podcasts and storytelling focused on cognitive and emotional development; BabyBus, which delivers localized, age-appropriate animated content and games for early science education; Xueersi Online School, offering rigorous online science and math tutoring with AI-driven personalization; and LittleFox, which combines high-quality animation and bilingual storytelling to make science engaging for a global audience.