My Computer - My Stage

Saatchi & Saatchi Beijing and Hewlett-Packard create unprecedented User Generated Content Film with more than 220,000 Chinese youth

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 crossover marketing model, HP built another unprecedented example of a User GeneratedContent marketing campaign. More than 220,000 Chinese youth participated in thecreation of a 98-minute feature film. The film was directed by grass roots youngdirector 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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