McCann Worldgroup Hong Kong brings the HMV dog to the streets of HK to launch HMVideal

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HMV_Nipper.jpgHMV_Nipper2.jpgHMV, the traditional home of music around the globe, has virtually disappeared from the streets of Hong Kong in recent years. And Nipper the dog – featured in HMV’s instantly recognizable logo – had once again lost a master whose voice he could listen to due to his homeless plight.

 

But this summer, Nipper will find a new home at HMVideal – a new flagship experiential store opening first in Hong Kong’s fittingly named Entertainment Building in Central, before rolling out around the globe.

 

To celebrate Nipper’s heartening reversal of fortune, we dramatized his current homeless situation. With a small nod to Hong Kong’s equally iconic ‘bag lady’, McCann Worldgroup Hong Kong recreated a homeless person on the streets of Central, with Nipper beside him, to tell caring passers-by the story of Nipper’s fall and coming rise and to urge them to help him find a new master’s voice at HMVideal.

 

The HMVIdeal concept store in Central HK is around 1200 sq feet of retail space that is designed to encourage consumers to engage with the product via mobile devices every step of the way to purchase.

Credits:

CCO: Spencer Wong

Creative & Production team: Paul Swee, Chris Fong, Philip Lee, Michael Li, James Reeves, Calvin Chow, Leslie Wong, Jazon Chan, Chester Tang, Stanny Zhou Wendy Ho, Michael Cheung, Michael Chan, Curry Leung, Meshiria Chan, King Liu, Kenson Chan.