After helping 42BELOW vodka launch its visionary “OneDreamRush 42-second Film Showcase” in Beijing in November 2008, Ketchum was called upon again to help organize the grand-finale of the Showcase – a star-studded gala event held in Beijing in April. The Showcase brought together 42 of the world’s most visionary filmmakers to address the theme of “How do we dream?” 41 of the 42 films were commissioned by 42BELOW from high-profile Chinese and international filmmakers, including Zhang Yuan, Lou Ye, David Lynch, Asia Argento, James Franco, Niki Caro, Mike Figgis, Asano Tadanobu, Chris Milk and others. The 42nd slot was open to Chinese filmmakers in a user-generated content competition.

The 41 commissioned films and a selection of the user-generated films were screened at the gala, which was attended by several of the film makers and the CEO of 42BELOW. The China National Film Museum acquired the full collection of films for its archive – the first time it had ever made such a major acquisition of films from emerging artists.

A total of 59 reporters from 48 mainstream Chinese media outlets including TV, radio, newspaper, magazines and online portals attended the gala, generating immediate coverage.