In June 2010, students from the Macao Polytechnic Institute (MPI) School of Arts were victorious in attaining the Golden award for their advertising promotion entry for the ¡§I xiyou¡¨ website in the ¡§CNTV Original DV Short Film¡¨ category. Seven other entries by MPI students were selected for the finals in five of the competition categories. The 19th ¡§Times Awards¡¨, hosted in Taiwan is a fiercely competitive event in the advertising field. For MPI design majors to break through to the finals and to receive awards shows the competitive edge of the students¡¦ creativity and originality. Under the guidance of their instructor, Mr Alan Gan, 4th year MPI design students Pang Ka Man, Wong Mei Leng, Ieong Si Kei, Chen Jing and Wong Ka Wo achieved Gold Awards and Excellence Awards.

Mr Gan explained that the concept behind the DV short film is to mainly make use of the multiplicity of the word ¡§shoot¡¨, as in ¡§shooting a film¡¨. The film, through a creative and humorous twist, conveys the idea that the ¡§I xiyou¡¨ website is a channel for self-expression by netizens. It also promotes the slogan ¡§anything can be filmed, sharing is that simple¡¨ to encourage the filming of original DV works and urge ¡§directors¡¨ to upload their works onto the ¡§I xiyou¡¨ website. It creates a culture of sharing among fellow netizens, publicizing the name of the website amongst the younger population. Both concept and theme were well received by adjudicating professionals.

This year¡¦s entries embodied a wide range of eye-catching concepts. The students¡¦ outstanding performances show that they spent a great deal of time and effort in gaining an understanding of topics of concern to the target audience, a process at the very heart of successful advertising.