Hidden Sound Campaign
Issue 16 | September 2010
Agency
Leo Burnett, Hong Kong
Creative Team
Executive Creative Director: Connie Lo; Group Creative Director, Art Director: Brian Ma; Creative Director, Copywriter: Alfred Wong; Copywriters: Wen Louie, Joey Chung, Cyrus Ho; Art Directors: Kenny Ip, Leo Yeung
Other Credits
Account Manager: Matthew Kwan; Client: Yeung So
Date
2010
Background
The giant record labels dominate the music scene in Hong Kong. Zoo Records is a record store dedicated to alternative music and opposed to the monopoly of mainstream pop.
Idea
Zoo Records embedded the songs and profiles of 14 indie bands into 14 different QR Codes, shaped like the animals that live hidden in the city. These were posted all over Hong Kong.
When the QR Codes were scanned, they allowed people to listen to the songs embedded within them. From their mobiles they could also buy any of the tracks, which they could share in social media.
Results
Countless numbers shared their newly discovered music on Youtube, Facebook, Twitter, and personal blogs. Moreover, half of the 14 bands sold out their albums within the first week.