For Gen Z and Gen Alpha, the choice to stop learning isn’t just a pause - it’s self-elimination. In today’s world, “Không học nữa = tự đào thải mình.”

Thế Giới Di Động wanted to reframe laptops not as optional tools, but as essential companions for modern learning and future survival.

Our campaign, Việc Học Rất Quan Trọng (Learning is Essential), dramatized this truth through a 60-90s TVC and multiple cutdowns across digital platforms. With a modern, inspirational yet sales-driven tone, we showed how laptops unlock opportunities - becoming the passport to knowledge, growth, and readiness for the future.

By elevating the role of laptops from devices to enablers of success, Thế Giới Di Động positioned itself as more than a retailer - but as a partner in shaping the next generation’s path forward.