| Title | MUSIC EVERYONE |
| Brand | RE:SPECT MAGAZINE |
| Product / Service | MUSIC MAGAZINE |
| Category | A02. Best Use of Magazines/Newspapers |
| Entrant | GREY HONG KONG, HONG KONG |
| Entrant Company: | GREY HONG KONG, HONG KONG |
| Advertising Agency: | GREY HONG KONG, HONG KONG |
Credits | |
| Name | Company | Position |
|---|---|---|
| Keith Ho | Grey Hong Kong | Executive Creative Director |
| Sonic Choy | Grey Hong Kong | Creative Director |
| Halo Cheng | Grey Hong Kong | Senior Copywriter |
| Tony Chan | Grey Hong Kong | Senior Copywriter |
| Gloria Fung | Grey Hong Kong | Senior Art Director |
| Raymond Ng | Photographer | |
| John Lo | Grey Hong Kong | TV Producer |
| Wong Ying Ying | Grey Hong Kong | Assistant Producer |
| Ken Yau | Grey Hong Kong | Production Manager |
The mass audience absolutely loved this campaign. People were seen having amazing fun with the magazine cover everywhere – on the streets, in shopping malls, in parks and some people even filmed themselves and uploaded it onto the internet, like the facebook group and Youtube!
We created fun and engaging magazine covers for re:spect. The covers had been transformed into simple musical instruments. It’s a free magazine and anyone could take it and join in to enjoy the music. Just as the tagline says: Music Everyone!
The people in Hong Kong see music as something for young and hip people only. But that’s simply not the case. Therefore, re:spect magazine aimed to change this way of thinking and communicate the message that music is here for everyone to enjoy.