HMV has been relaunched in Hong Kong as HMVideal, with a mission to bring music back to life in unexpected new ways. To promote, we gave the city something sensory to symbolize rebirth.

- HMVidealized eggs. Partnering with a local farm, CHUN HING FARM, we treated a range of hens to a two-month HMVideal musical diet of either John Lennon, Lady Gaga or The Rolling Stones.

- Egg Music Posters. Using electrically conductive ink technology, we turned static posters into playable instruments.

- Egg Performance. For our grand opening of the new HMV store, we scrambled our best eggheads and cooked up a novel live music performance, using a makey makey circuit board, a laptop, our HMVidealized eggs and a local live band.

HMVidealized promotional campaign. A fresh, sensory celebration of music reborn.

Partnering with a local farm, CHUN HING FARM, we treated a range of hens to a two-month HMVideal musical diet of either John Lennon, Lady Gaga or The Rolling Stones.

Each artist cranked up the average volume of the hens’ eggs by an average 25%.

Each song HMVidealized an average 500 eggs, making a total of 18,000 eggs for the opening event.

To promote our eggs, we took a simple touch technology and applied it to egg music posters.

Then, we scrambled our best eggheads and cooked up a novel live music performance at the grand opening of HMV store with a Makey-Makey,

a laptop, our eggs and the sense of touch. Afterwards we let our music-hungry crowd sample our delicious eggs for themselves.

The music actually cranked up the average volume of the hens’ eggs by 25%, and our tasty product literally flew off the shelves. The eggs significantly increased the number of visitors coming to our opening event.

Our musical egg posters became a smash on the street and even more popular on the MTR train system, when we let commuters get their hands on them, transforming their daily travels from humdrum to bass and drum.

Our live musical egg performance gained thousands of free media impressions.

HMVidealized eggs. A stimulation of sight, sound, taste and touch wrapped up in music old and new.