| Title | KILL MUSIC |
| Brand | RE:SPECT MAGAZINE |
| Product / Service | RE:SPECT MAGAZINE |
| Category | C01. Viral & Email Marketing |
| Entrant | GREY HONG KONG, HONG KONG |
| Entrant Company: | GREY HONG KONG, HONG KONG |
| Advertising/Web Design 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 |
| Kit Chow | Grey Hong Kong | Art Director |
| William So | Director |
Our aim was to come up with an online campaign to stop illegal downloading. We sent out mass email to lead music lover to a mini website we created. In the website, an album cover could be seen with the artist on it, which enticed people to illegally download free albums. As soon as you click on the download button, the cursor turns into a gun and instantly kills the musician. Then our warning message appears telling you that when you download music illegally, you are killing the artist’s life and music industry – just like a murderer.