The film teams up Saatchi & Saatchi Beijing and online video platform Tudou along with other media and entertainment co-operations. This user-generated content marketing project puts together the efforts of more than 220,000 young Chinese people in the final feature movie.
‘My computer, my stage' focuses on film, while in the previous two years it focused on design and music. One of the initaitives 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, where young people were given the tools to write and record their own original tracks. Winners were able to participate in the production of the Hip Hop music video which was created and distributed through school and online networks.
The title of the movie, roughly meaning ‘The college life of a dog', is a youth movie in "the vein of the Indie classic ‘Stand by Me'," said the team at HP. The movie will be aired across China and also submitted to international film festivals.
The movie is about seven college students and a labrador called Sunny, featuring a journey of the ups and downs of the post-80s youth in China.
Project The college life of a dog
Client Hewlett-Packard China
Creative agency Saatchi & Saatchi Beijing
Executive creative director Greater China Edmund Choe
Executive creative director Beijing Dean Sciole
Interactive creative director Spens Liu
Exposure Online, cinema