Go for the Win

SkillsFuture’s Work-Study Programme wants polytechnic graduates to see work-study as a real head start. With Hakuhodo, we framed it as a progression-based journey inspired by games, aimed at a younger audience.

The programme’s benefits become a level-based story, where each stage is a milestone in a career.

Communicate several benefits in a way that is:

• Engaging for an audience that grew up on games
• Dynamic, yet clear and informative
• Scalable to video, digital and physical activations
• Structured, so many messages don’t become overload

The campaign borrows the language of game trailers and competitive, progression-based play. A futuristic environment carries a structured journey, and each stage brings a new challenge tied to one programme benefit, balancing energy with clarity.

Research turned real-world activities into distinct, game-inspired challenges, drawing on competitive sports and obstacle courses, terrain-driven activities, and level design where difficulty rises with the reward.

The world is a hi-tech manufacturing campus, laid out as a sequence of levels, each one a programme benefit. Visual cues and spatial design guide the character forward, keep each stage different, and make progress feel earned.

The character guides the audience through the journey. Every time he gets a new “buff”, a programme benefit, he struggles with the unfamiliar ability at first, then learns to control it and uses it to clear the next challenge.