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|Product||ALTERNATIVE MUSIC SHOP|
|Entrant||LEO BURNETT Hong Kong, HONG KONG|
|6 of 6 Campaign|
|Type of Entry||Ambient |
|Product/Service||ALTERNATIVE MUSIC SHOP |
|Entrant Company:||LEO BURNETT Hong Kong, HONG KONG|
|Advertising Agency:||LEO BURNETT Hong Kong, HONG KONG|
|Chief Creative Officer||Eddie Booth |
|Executive Creative Director||Connie Lo |
|Creative Director||Brian Ma/Alfred Wong |
|Copywriter||Alfred Wong/Wen Louie/Joey Chung/Cyrus Ho |
|Advertiser's Supervisor||Yeung So |
|Account Manager||Matthew Kwan |
|Art Director||Brian Ma/Kenny Ip/Leo Yeung |
|Other Credits||Retoucher: Tommy Cheung |
Description of Ambient execution:
We took 14 indie bands, and embedded their songs and profiles into 14 different QR Codes.
These were then assembled into the shapes of animals that live hidden in the city, and posted all over Hong Kong.
People who scanned the QR Codes in the animals with their mobiles were rewarded with band info and refreshing new songs. By scanning different parts, they could listen to different songs, exploring all the hidden sounds of the city.
They could also buy any of the songs directly from their mobile, as well as share it on Facebook and other social media.