Beijing - Saatchi & Saatchi Beijing and Hewlett-Packard have conceived a valuable platform for personal expression that has transformed Chinese youth culture. ‘My Computer • My Stage' is the result of three years spent researching what the youth of today really care about, and realising that what they were lacking was a platform for their creativity.
‘My Computer • My Stage' in its first incarnation explored the arena of Design, and allowed young people to demonstrate their artistic skills by creating a ‘Page of Inspiration', culminating in a printed book. Hip Hop music was at the heart of the second phase of this innovative campaign, where youth were given the tools to write and record their own original Hip Hop tracks. Winners were able to participate with the production of the Hip Hop music video and the MV was created and distributed through school and online networks.
After two successful campaigns, the third phase of ‘My Computer • My Stage' focuses on Film. With a uniquely new media co-operation and entertainment business cross-over marketing model, HP built another unprecedented example of a User Generated Content marketing campaign. More than 220,000 Chinese youth participated in the creation of a 98-minute feature film. The film was directed by grass roots young director Lu Zhengyu, with award-winning Indie director Ning Hao as the film art direction consultant. This is the first film created by youth, about youth, starring youth and credited by youth.
The film - a youth road movie in the vein of the Indie classic ‘Stand by Me' - will be screened in cinemas across China from August 28, and submitted for film festivals across the globe. ‘My Computer • My Stage' has not only harnessed some untapped creative talent in China, but also provided Chinese youth with an unprecedented opportunity to network, brainstorm and create art, music and film via the Internet, in a country, where more than 195 million China youths live an active digital lifestyle.
www.hpmystage.com.cn
Key people involved in the campaign;
Agency
Charles Sampson, CEO Saatchi & Saatchi Beijing
Venus Lai, Business Director
Edmund Choe, Greater China ECD
Dean Sciole, Beijing ECD
Spens Liu, Interactive Creative Director
Client
Robin Seow, Head of Marketing, Hewlett Packard PSG Group, China
Wendy Liu, Marketing Manager, Hewlett Packard PSG Group, China
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