Emotive movies
Clockenflap – 2016 – Hong Kong
Audience profile
Festival audience – 70,000 visits
Online reach – 2.7m
5% – Under 15 years
28% – 16-25 year olds
42% – 26-35 year olds
20% – 36-45 year olds
6% – 45 and above
63% – Chinese (from Hong Kong)
7% – Chinese (from China and Taiwan)
30% – Others (Majority from UK, Australia, France and US)
Target audience
Local Chinese – 18-25 years old
Role
Creative Director – responsible for creating and implementing Clockenflap Hong Kong.
Context synopsis
Communicating what a music festival is to local Chinese who have never been to one, is decidedly difficult. A multi-day festival with 8 stages, a local, regional and international lineup, art everywhere and relevant sponsored activations, is something you can’t imagine – you just have to go.
The idea
In this case, we have plenty of very cool local Chinese KOL’s, who had in some way been part of the festival in some sort of way. Whether performing, building installations or working for a Sponsor. We wanted to show small snippets of locals interacting and enjoying Clockenflap in some way.
We decided to do a small low budget feature on a select few, we decided to talk more about them and their lives and find a small connection to Clockenflap. We trawled our archive of content from previous years, developed scripts, planned interviews and shoots days of the following people.
- Dom – an achingly cool guy who as a carpenter had built various installations for us over the years
- tsvsjs – a very talented local band who run a gorgeous restaurant next to their rehearsal rooms
- Aby – a flight attendant who had worked on behalf of Cathay Pacific (this ended up being sponsored by Cathay Pacific)
- Travis – a talented street dancer and graffiti artist
The traction they received on Facebook was very positive.
Facebook
