Cannes highlight: Behind the Hidden Sounds Zoo Records campaign via Leo Burnett Hong Kong
Leo Burnett Hong Kong was one of Asia’s surprise packets at this year’s Cannes Advertising Festival. The agency became Hong Kong’s and China’s biggest winner ever at the Cannes Lions, winning seven Lions over five different categories.
Leo Burnett Hong Kong won Lions in Press, 2 in Design, 2 in Direct and 1 each in the Promotion or Activation category, and Outdoor. The agency won a Gold, 3 Silver and 3 Bronze Lions, plus 5 other Shortlists.
The agency won their Gold Lion in the Direct category for the Hidden Sounds campaign for independent music store Zoo Records. To Campaign Brief Asia this was one of the highlights for Asia at Cannes this year. The integrated campaign saw street art posted around the city. Using the power of a mobile campaign, consumers could shoot the images using their cellphone cameras, enabling a music download and the opportunity to buy independent music on the spot.
The campaign also won a Silver Lion in the retail and e-commerce category, a second Silver Lion for poster design, and a Bronze Lion in the Promo and Activations category.
Zoo Records founder Yeung Jai said: “We are thrilled to be awarded withso many Cannes Lions. To me, creativity stems from curiosity. I simplywish every one could be more curious about the things around us.”
Leo Burnett Chairman Greater China Eddie Booth said: “This is the bestever performance by any agency in Greater China and places our agencyamong the best in the region. That the awards came across integratedand press categories indicates our all-round strength in creativity,execution and – most importantly – results. That we performed so wellshows we’re clearly one of the hottest shops in Asia.”
Leo Burnett Hong Kong Executive Creative Director Connie Lo said: “Forus to get a Gold, three Silvers and three Bronzes in one year at Cannesis both thrilling and overwhelming. And what it shows is that we have areal diversity of talent who are consistently creative. To the team,this year’s awards are both a reward, and an inspiration.”
Here’s background to the campaign: Television, radio, and othermajor channels in Hong Kong are dominated by giant record labels. Butsomewhere in the city, the sound of independent music is hiding,waiting to emerge. Zoo Records is a celebrated alternative music storededicated to breaking the monopoly of mainstream music, and exposingthe public to the world of alternative sound. Leo Burnett Hong Kongtook 14 indie bands, and embedded their songs and profiles into 14different QR Codes. These were then assembled into the shapes ofanimals that live hidden in the city, and posted all over Hong Kong.People who scanned the QR Codes in the animals with their mobiles wererewarded with band info and refreshing new songs. By scanning differentparts, they could listen to different songs, exploring all the hiddensounds of the city. They could also buy any of the songs directly fromtheir mobile, as well as share it on Facebook and other social media.
