MUSIC EVERYONE

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TitleMUSIC EVERYONE
BrandRE:SPECT MAGAZINE
Product / ServiceMUSIC MAGAZINE
CategoryA02. Best Use of Magazines/Newspapers
EntrantGREY HONG KONG, HONG KONG
Entrant Company:GREY HONG KONG, HONG KONG
Advertising Agency:GREY HONG KONG, HONG KONG

Credits

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

Results and Effectiveness

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!

Creative Execution

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!

Insights, Strategy and the Idea

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.