| Title | MUSIC ON PAPER |
| Brand | RE:SPECT MAGAZINE |
| Product / Service | RE:SPECT MAGAZINE |
| Category | C02. Viral & Email Marketing, e-cards etc. |
| Entrant | GREY HONG KONG, HONG KONG |
| Entrant Company: | GREY HONG KONG, HONG KONG |
| Advertising/Web Design Agency: | GREY HONG KONG, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Keith Ho | Grey Hong Kong | Executive Creative Director |
| William Tsang | Grey Hong Kong | Group Creative Director |
| Sonic Choy | Grey Hong Kong | Creative Director |
| Halo Cheng | Grey Hong Kong | Senior Copywriter |
| Gloria Fung | Grey Hong Kong | Senior Art Director |
| Diana Nip | Grey Hong Kong | Art Director |
| John Lo | Grey Hong Kong | Head of TV Production |
| William So | Red Studio | Director |
| Chan Pu Yu | Red Studio | Producer |
| Patrick Cheng | Edit Point | Editor |
| Adrian Tsing | Do Music | Music Composer |
re:spect is the only music magazine in Hong Kong. We want music lovers to know about re:spect and become readers. We launched a recruitment campaign in facebook groups and magazines, asking music lovers for ideas to make music from paper. Participants submitted demonstration videos to re:spect. The ideas then incorporated into a paper music concert, and filmed as a viral video. The 35 selected performers in the video drew massive attentions and responses in the social network, more than 16,000 of “likes” were recorded on facebook. It aroused mass media’s interest and successfully gained attention and hundreds of new readers!