Cannes Lions

RE:SPECT MAGAZINE

GREY HONG KONG, Hong Kong / RE:SPECT MAGAZINE / 2011

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Overview

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Credits

Overview

Execution

A recruitment campaign was launched and placed on magazines and facebook to invite all music lovers to join, asking for ideas about how to make music from a piece of paper. Readers were invited to show their ideas in a video and send it in to re:spect. The best ideas were used for a live paper music concert that re:spect organized and filmed as a viral video to spread on the internet.

Outcome

Once the recruitment campaign was launched, the facebook page was thronged with responses and request for project’s details. They kept uploading creative videos to the group, provoking a torrent of comments.The campaign aroused mass media’s interest, re:spect was busy doing radio and newspaper interviews ever since. Artists and singers show support to re:spect. This prompted a snowballing effect as the readers themselves, made use of their own social networks to draw in more attention of others. It successfully drew music lovers’ attention and gained hundreds of new readers!

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