Marketing and movie animation production company Regent Lane is proud of a low-budget commercial that has launched the firm into the international film orbit. 'We hope Disney and DreamWorks will not mind too much if we claim a small portion of their market,' jokes marketing director Toby Chan, who co-ordinated the company's marketing campaign for the animated movie McDull, Hong Kong One Egg Tart. Mr Chan says innovation makes the 'impossible possible'. 'Innovation can transform the mundane into the compelling, and a small project into an exciting global business,' he says. 'Freedom, intuition and synergy are just a few of the elements that create the magic in innovative organisations and lead to greater things.' Imaginative marketing and sponsorship deals have brought the movie wide recognition. Box office receipts have topped $15 million, and more than 200,000 VCDs have been sold worldwide. The film has won a Golden Horse Award from Taiwan, The Best 2002 Chinese Film Award from the Hong Kong Film Critics Association, and the 'Crystal for Best Feature' at the 2003 Grand Prix Annecy in France. 'The entire production and marketing budget for McDull, Hong Kong One Egg Tart would hardly cover the coffee and hamburger bill of a similar Hollywood project,' Mr Chan says. McDull, Hong Kong One Egg Tart was created by a team of fewer than 20 animators and took three years to complete. The total marketing budget was less than $1 million. The organisers of the HKMA/TVB Market Excellence Awards were impressed by the campaign and awarded Regent the HKMA/TVB Citation for Innovation. Mr Chan says the campaign objectives were to boost business performance and attract new business, create new markets, and increase associated employment opportunities. Meanwhile, Hong Kong CSL earned the HKMA/TVB Citation For Outstanding TV Campaign for its television commercial One2Free 'SMS Lovers'. Marisa Kwok, CSL director, marketing and operations, says producing effective commercials with appeal for viewers on schedule and within budget is the ultimate challenge. The creative process, from concept and storyboard development to production, took 12 weeks - a short time by TV campaign standards. The commercial featured Taiwanese singer Jay Chou in a variety of romantic situations, and viewers were invited to submit storylines using SMS (short-messaging service) via their mobile phones. 'We brought to life a key One2Free service product by turning it into a story,' Ms Lee says. The TV commercial, which factored in the aims of brand building, creativity and innovation, tapped into viewers' emotions to produce a compelling piece of story-telling. 'You could say the TV commercial inspired a rule-of-fingers-and-thumb communication; viewers used their mobile phones to send storylines based on their feelings,' Ms Lee says.