Music in many ways is part of our lives. And sometimes, music plays as a backdrop in some of our more unforgettable experiences. So when we hear a particular track, it takes us back in time to reminiscence those experiences. So whether it is the old couple thinking about those days when they started dating; or the priest thinking about his rebellious past; or the professional boxer thinking about his job as a construction worker before he turned pro; music acts as that catalyst to trigger those fond memories. The visual pneumonic of the sound wave acts as bridge between present and past.

First, we designed different sound waves that acted as a bridge between the present and the past. Each sound wave had an entrance so that each of the characters could travel back in time. Each sound wave pattern was different to highlight the different music genre.

We also created three different scenarios that represented universal life experiences – love, spiritual and profession to help build a stronger emotional connection with the target audience.

Lastly, the illustration style was modern retro, it’s relevant to the stories of present and past. There was texture surrounding the characters and sound waves like dusts to highlight the magical feeling of nostalgia.

Our series ran in Xu Jia Hui Subway Station, one of the most high-traffic subway station in Shanghai with 191,800 commuters passing by everyday. The campaign reached many audiences and raised awareness of Penguin FM.