Monday, June 23, 2008

Animax: Project ‘LaMB’

Youth cable channel Animax today announces the launch of a groundbreaking new project titled LaMB, an entertainment showcase that is spread across three screens – TV, online and mobile. LaMB is Animax’s first original production in High Definition, and promises to revolutionize the entire entertainment experience via how content is delivered and marketed to consumers.

Encompassing a series of multi-platform, multi-disciplinary, and multi-media activities that revolves around the launch of an animation movie on Animax, LaMB aims to redefine the entire entertainment experience for consumers from pre-premiere to post-premiere of the show. The extensiveness of the LaMB campaign was in fact inspired by a 50-page script written by amateur writer Carmelo S. J. Juinio from the Philippines. From a mere text-heavy script to a comprehensive three-screen campaign that is expected to last for at least six months – such is the power of user-generated content.

What is LaMB?
LaMB is the brainchild of amateur writer Filipino Carmelo S. J. Juinio, who submitted his 50-page entry for a regional script-writing competition organized by Animax last year, called Animax Awards. Although he lost out to eventual winner Hayato Takamaga from Japan, Carmelo’s script impressed and captivated Japanese industry experts with its dark beauty and soulful depth, and was accorded a Special Award recognition for his amazing talent. Handpicked from over 3,000 entries across Asia, Carmelo’s LaMB has a storyline that is not only innovative and intriguing, but extremely thought-provoking as well, as it touches on all aspects of concern to today’s young adults – environment, politics, technology and of course, romance.

The story of LaMB centres around the life of a protagonist who can barely speak nor make her own decisions – she being one of the many felons sealed in a ‘laminated’ suit, known as LaMBs for short. The virtual slavery that is Lamination ensures that those convicted of serious crimes remain productive, if not free, members of society, making both jails and the death penalty unnecessary in a world where human ingenuity, creativity and labour continue to be precious commodities that cannot be replaced by robots or any form of “artificial” intelligence.

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