The people in Hong Kong see music as something for young and hip people only. But that’s simply not the case. Therefore, re:spect magazine aimed to change this way of thinking and communicate the message that music is here for everyone to enjoy.

We created fun and engaging magazine covers for re:spect. The covers had been transformed into simple musical instruments and because it’s a free magazine, anyone could take it and join in to enjoy the music.

The mass audience absolutely loved this campaign. 10000 copies are gone within hours. People were seen having amazing fun with the magazine cover everywhere – on the streets, in shopping malls, in parks and some people even filmed themselves and uploaded it onto the internet, like the facebook group and YouTube!