HIDDEN SOUND CAMPAIGN

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TitleHIDDEN SOUND CAMPAIGN
BrandZOO RECORDS
Product / ServiceALTERNATIVE MUSIC SHOP
CategoryA02. Posters
EntrantLEO BURNETT Hong Kong, HONG KONG
Entrant Company:LEO BURNETT Hong Kong, HONG KONG
Design/Advertising Agency:LEO BURNETT Hong Kong, HONG KONG

Credits

Credits

Name Company Position
Connie Lo Leo Burnett Hong Kong Executive Creative Director
Brian Ma Leo Burnett Hong Kong Group Creative Director
Alfred Wong Leo Burnett Hong Kong Creative Director
Wen Louie Leo Burnett Hong Kong Creative Director
Joey Chung Leo Burnett Hong Kong Senior Copywriter
Cyrus Ho Leo Burnett Hong Kong Senior Copywriter
Kenny Ip Leo Burnett Hong Kong Senior Art Director
Leo Yeung Leo Burnett Hong Kong Senior Art Director
Matthew Kwan Leo Burnett Hong Kong Account Manager
Tommy Cheung Retoucher

Brief Explanation

Television, radio, and other major channels are dominated by giant record labels. But somewhere in the city, the sound of independent music is hiding, waiting to emerge. Zoo Records is a celebrated alternative music store dedicated to breaking the monopoly of mainstream music, and exposing the public to the world of alternative sound.

The Brief

In Hong Kong, there's only 'entertainment'. There is no music industry.

How the final design was conceived

We took 14 indie bands, and embedded their songs and profiles into 14 different QR Codes. These were then assembled into the shapes of animals that live hidden in the city, and posted all over Hong Kong. People who scanned the QR Codes in the animals with their mobiles were rewarded with band info and refreshing new songs. By scanning different parts, they could listen to different songs, exploring all the hidden sounds of the city. They could also buy any of the songs directly from their mobile, as well as share it on Facebook and other social media.

Indication of how successful the outcome was in the market

We saw countless people sharing their newly discovered music on Youtube, Facebook, Twitter, and personal blogs. But what was even more important was that more than half of the 14 bands sold out their albums within the first week, helping more people uncover the hidden sound of the city.