Saatchi & Saatchi Beijing and computer giant Hewlett-Packard are set to unveil the third and most ambitious stage of HP’s ‘My Computer * My Stage’ campaign, a complete feature film with digital contributions from over 220,000 Chinese young people.
Stage one of the campaign called ‘Page of Inspiration’ led to the production of a book and stage two the production of a number of hip hop music tracks which were distributed through Chinese school and online networks.
The strategy behind the My Computer * My Stage campaign is to provide a platform for the 195m Chinese young people who live a digital lifestyle to network, brainstorm and create art, music and film via the internet. The new film, as yet untitled, will be released in Chinese cinemas on August 28 and entered in film festivals around the world.
It’s a youth ‘road’ movie, inspired by the film Stand by Me, co-written and starring Matt Damon. The director is Chinese newcomer Lu Zhengyu with award-winning Chinese indie director Ning Hao acting as the film’s art direction consultant.
Three Saatchi creatives were closely involved in the project, Edmund Choe, executive creative director Greater China, Dean Sciole, ECD Beijing and interactive creative director Spens Liu.
The Hewlett-Packard team was led by China head of marketing Robin Seow and marketing manager Wendy Liu.