NOBOOK has been building virtual science labs since 2008. Over 18 years the platform has reached more than 30,000 schools and 12 million teachers and students across China — but its story had always been told to schools, about teaching. The 3.0 rebrand repositions NOBOOK around the child: taking every kid back to the "scene where truth was born," to run the experiments themselves in a virtual lab of their own.
The campaign is built on a simple narrative arc — science begins with a curious question and becomes real through experiment and exploration. From there the product story unfolds in four movements: Experiment, where curiosity lands — NOBOOK breaks the boundaries of grade and subject so kids pick the science topics they are genuinely obsessed with, each holding hundreds of hands-on moments, from a drop of reagent to a fully wired circuit; Learn, where laws are discovered rather than memorized — the experiment is not an illustration in a textbook, the experiment is the knowledge itself; Practice, where playing turns into scoring — the experiments kids have played happen to crack real exam questions; and Unlock, where every completed challenge reveals one of 200+ scientist stories on a star map of human science, because every scientist was once a kid who wouldn't stop asking why.
As Creative Director and lead copywriter, I set the campaign's narrative structure and tone and wrote the launch copy end to end — the brand film script and the launch announcement — closing on the campaign line: stay curious, and let exploration happen anytime.