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Editorial
 

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.

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