Sino Group - Innovation in Corporate Social Responsibility (CSR) Videos

Name of Organization / Company: Sino Group
Category: Award for Innovation in Corporate Social Responsibility (CSR) Videos

Entry Title: Feel the Motion

Many young people in Hong Kong lost their jobs because of the COVID-19 outbreak. Designed with young people in mind, the Feel the Motion programme was launched at a time when the city’s economy faced unprecedented challenges. By providing relevant learning, training, and work opportunities through online talks and workshops, Sino Group hopes to equip people aspiring to a career in motion design with the required skills and knowledge, and to showcase young talent through the Feel the Motion platform. Sino Group hopes to help promote diversified economic development as well as exciting new career opportunities for young people whose prospects have been hit hard by the impact of the pandemic, introducing a new generation to the design industry.

The Feel the Motion programme has two key components – Master Talks and Accelerator Workshops – and includes sessions with industry experts, tutorials, and a practical project. Participants in the Accelerator Workshops will have the opportunity to showcase their talent if their work is selected for a commissioned project.

Sino Group invited industry figureheads to contribute not only their expert knowledge and insights but also their technical know-how and advice on the latest trends. It also encouraged them to support an acceleration of the digital industry through practice and learning, as well as through networking opportunities. Meanwhile, talented young designers were invited to equip themselves by learning from industry experts from Hong Kong and overseas, and gain invaluable experience through the opportunity of having direct access to some of the leading names in the global motion design industry.

Campaign teasers were published on Instagram a fortnight before its launch with three different sets of abstract patterns and design-related questions to pique the curiosity and draw the attention of design enthusiasts. When the campaign got under way, the ‘Industry Sharing’ and ‘Master Talk’ webinars were held in October 2020 with 14 motion designers and industry experts from Hong Kong and overseas sharing their insights and creative vision. Videos of the workshops and master classes were upload to the campaign site and made available to the public to view for free, with a vision to deepen the understanding of motion design among those new to the industry and the general public, and inspire interest and potential in art, design and technology.

Thirty candidates were selected to join the workshops and 12 sessions were arranged for participants to learn motion design skill, with mentorships and one-to-one guidance to provide them with a comprehensive learning experience. Subsidies of HK$5,000 were awarded to each of the participants, who were encouraged to use the financial assistance to supplement their motion design knowledge. At the end of the programme, participants had the opportunity to take part in a commissioned project to put their new skills to use, while members of the public were kept engaged with the sessions being put online throughout the course. Each selected work was provided with a commission of HK$20,000 and the work may be displayed on Sino Malls' digital screens to showcase their talents.

The Feel the Motion website attracted more than 17,000 unique visitors when the two webinars at the centre of the programme took place. More than 500 people registered for the site, the majority of them with design backgrounds. The campaign attracted more than 550 articles, stories, and news segments on print, online, and TV media, including an article in the US-based Marketing Magazine and Market Insider.

Above all, however, the high-profile campaign generated a city-wide buzz, and drew the attention of thousands of people to the emerging art tech field of motion design and its vast possibilities for creative young Hong Kong people.

Files & Links:

2021 Asia Pacific Stevie Awards - Sino Group Feel the Motion D03.pdf
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https://www.feelthemotion.tv/en/
https://www.instagram.com/feelthemotionhk/