| Title | EGG MUSIC POSTER CAMPAIGN - GUITAR, PIANO, VIOLIN |
| Brand | HMV MARKETING |
| Product / Service | HMV |
| Category | H02. Branded Tech off-line (incl. Digital Installation/Exhibit) |
| Entrant | McCANN & SPENCER Hong Kong, HONG KONG |
| Entrant Company | McCANN & SPENCER Hong Kong, HONG KONG |
| Advertising Agency | McCANN & SPENCER Hong Kong, HONG KONG |
| Media Agency | ZENITHOPTIMEDIA Hong Kong, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Spencer Wong | McCann & Spencer | Creative Chairman |
| Paul Swee | McCann & Spencer | Executive Creative Director |
| James Reeves, Shawni Cheung, Stephanie Chan | McCann & Spencer | Copywriter |
| Michael Li, Stanley Wong | McCann & Spencer | Creative Director |
| James Reeves, Philip Lee | McCann & Spencer | Group Creative Director |
| Michael Li, Anson Cheng, Edmond Leung | McCann & Spencer | Art Director |
| Philip Tsang, Connie Lo, Miranda Cheung | McCann & Spencer | Account Service |
Using electrically conductive ink technology, we created a series of egg music posters. We turned static posters into playable instruments and changed the MTR stations, streets and HMV store into a brand new experiential music space.
Our octet of posters became a smash on the MTR train system, when we let commuters get their hands on them, transforming their daily travels from humdrum to bass and drum. Our guerrilla posters compelled street performers to jam spontaneously. Our posters got customers and shop staff to form instant bands and break the barriers.
HMV was being reborn in Hong Kong as HMVideal in Aug 2014. With the opening of its new store in Hong Kong, it was bringing the real music culture back to the local music lovers. To celebrate, we want to create special music experience that gave the city something sensory to symbolize the rebirth of music. A stimulation of sight, sound, and touch wrapped up in music old and new.