Hong Kong – Animax Asia has launched the new ‘Animax. A World Less Ordinary’ brand campaign for 2009 to engage young adults. The ‘Animax. A World Less Ordinary’ theme heralds Animax Asia’s year-long plan to introduce more user-generated content (UGC) on-air, off-air and online. Animax gave free rein to 19 year-old Tan Yun Ru to produce three on-air vignettes to front the on-air campaign that kicked off February 2009. The three one-minute-long vignettes spotlight three teens sharing what they hold dear in life, and how despite setbacks continue to pursue their dreams to become a full-fledged radio DJ, a fashion designer and a professional ballroom dancer respectively. Off-air, ‘Animax. A World Less Ordinary’ builds on the TV network’s previous brand campaign ‘Be Different’ which saw Animax pioneer its own fashion design competition ‘Fashion-Ability’ and regional scriptwriting contest ‘Animax Awards’. With the new brand campaign, Animax will organize and support even more regional youth events as platforms for young people to demonstrate their talents.