72-hour
HUAWEI DESIGN
CHALLENGE

Bachelor of Graphic Design (Honours) students at Raffles University recently participated in an intense design challenge that pushed the boundaries of creativity and innovation. The highlight of this event was a grueling 72-hour advertising challenge where students were tasked with promoting the Huawei Watch Fit to a teenage audience. The challenge required students to leverage the power of generative AI in developing comprehensive advertising campaigns. Working in teams, they immersed themselves in research, creativity, and execution, gaining invaluable experience in the fast-paced world of advertising. 

This event was further enriched by the participation of students from KIWU, who were invited to collaborate with Raffles University students on this real-case business campaign design in partnership with Huawei. During the 72-hour challenge, all students worked together to brainstorm product ideas and develop campaigns targeting the younger generation. This collaboration fostered a spirit of teamwork, encouraging students to work with international peers and integrate fresh perspectives brought by the Korean participants. 

At Raffles University, we utilise generative AI to support students throughout the design process. The workshop provided guidance on using generative AI effectively and ethically, emphasizing strategic thinking and effective communication over design. This approach encouraged students to use AI as a tool to enhance their campaigns rather than solely relying on it. The final campaigns from the 72-hour challenge will be presented to Huawei on a later date, showcasing the innovative ideas generated during this intense and collaborative experience.