CMLink UK and VisitBritain Celebrate the Success of “From Screen to Scene” Short Film Competition
From July to October 2024, CMLink UK, a mobile sim card brand of China Mobile International (UK), partnered with VisitBritain to launch the From Screen to Scene online short film competition. This campaign creatively combined CMLink’s Unlimited Data Plan with Britain’s unique cinematic charm, featuring support from leading brands such as VB shop, China Southern Airlines, OPPO, Bicester Village, and Chai WU.
The competition showcased three distinctive filming routes across England, Wales, and Scotland, inspired by iconic British film locations. Over three months, it sparked tremendous engagement on social media, receiving more than 150 high-quality submissions and over 5 million topic views, setting a new benchmark for cross-industry marketing and cultural exchange. This marked the second major collaboration between CMLink and a prominent UK institution, following last year’s partnership with the British Library.
On 26th November, the CMLink 2024 Awards Night took place at a historic cinema in London, creating a vintage yet vibrant atmosphere. Attendees, including representatives from VisitBritain, partners, local media, influencers, and corporate guests, enjoyed cinematic screenings of submissions, live jazz by the SJC band, and on-site portrait sketches by artists. Emma Wilkinson, Global Marketing Director of VisitBritain, delivered a speech celebrating the event’s success and unveiled the British Film Commission Showreel 2024. Awards were presented for first, second, and third prizes, as well as Best Editing, Best Cinematography, and Best Creativity, recognizing works that captured iconic British film locations from the perspective of Chinese students and residents in the UK.
Patricia Yates, CEO of VisitBritain, highlighted this collaboration during her visit to China in October, calling it a foundation for the upcoming Starring GREAT Britain global campaign. She praised the initiative as a milestone in cultural tourism exchange between the two nations.
To commemorate the partnership, CMLink launched a limited-edition phone card bookmark, inspired by the fusion of Chinese and British cultures. Its unique design received widespread acclaim, further underscoring CMLink’s innovation in brand and cultural promotion.
The From Screen to Scene campaign not only showcased the intersection of Chinese and British culture in film, tourism, and technology but also highlighted the blend of history and modernity. CMLink UK has built a new bridge for cultural exchange, paving the way for deeper collaboration and mutual understanding between the two nations.
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