86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.
Festival of Creativity
26 - 28 September 2018




The Flash Media Player is required to view this content.

CategoryA07. Self Promotion
Entrant Company:McCANN WORLDGROUP Hong Kong, HONG KONG
Design/Advertising Agency:McCANN WORLDGROUP Hong Kong, HONG KONG
Name Company Position
Spencer Wong McCann Worldgroup (hong Kong) Executive Creative Director
Nick Lim McCann Worldgroup (hong Kong) Creative Consltant
Quentin Yeong McCann Worldgroup (hong Kong) Associate Creative Director
Mark Kong McCann Worldgroup (hong Kong) Associate Creative Director
Gary Lam McCann Worldgroup (hong Kong) Art Director
James O McCann Worldgroup (hong Kong) Art Director
So Kim Ho Photographer
Chan Hon Kit Application Programmer

Brief Explanation

Can a magazine cover be more than a magazine cover? Can we turn this cover into a self-promotion piece of work? Can we turn this single-glimpse cover into a website, engaging viewers with tons of details? The answer goes to this link: www.theorangesquid.com

Describe the brief from the client:

Brain Magazine, a monthly magazine reporting on the world's leading design and advertising ideas for Japanese. Creative agencies from the world are invited to create cover design for Brain. For the latest June issue, we are invited to design the cover and the brief is "orange".

Description of how you arrived at the final design:

We turned this magazine cover into a treasure hunt game - 50 surprises were hidden in a super high resolution photography. And HK and Japanese readers are invited to log on to theorangesquid.com, a website posted on the cover to uncover the hidden gems. Viewers can drag to search and double click to zoom in different levels of the photography artwork. We shared our creative portfolio, awards, stories, talents, news, facebook, loves and hates with readers in the gaming process. For those who successfully dig out all 50 hidden items, we'll reward them with prizes. One page of viewing could then become a 60-minute of fun discoverary.

Indication of how successful the outcome was in the market:

We proved that one magazine cover could become 60-minute fun discovery. This project had aroused intensive discussion among the editors and creative people in Japan. They are excited by our stories and creative works. Moreover, there were various readers from Hong Kong and Japan had successfully sniffed out 50 surprises in our website, and received our grand prizes.