Zoo Records: Hidden Sound

Leo Burnett Limited

SUMMARY

DISCOVER THE ALTERNATIVE MUSIC SCENE IN A WHOLE NEW WAY

Zoo Records is a small and obscure alternative music store in Hong Kong, dedicated to promoting the world of alternative sound. We took 14 indie bands and embedded their songs and profiles into 14 QR codes, assembled into the shapes of animals that live hidden in the city. Scanning the codes revealed the songs and information about the bands. People could also buy any of the songs directly from their mobile, as well as share them on Facebook and other social media.

OBJECTIVES

Interim objectives:

BREAKING INTO A HOMOGENOUS MUSIC INDUSTRY

In Hong Kong, the music scene is dominated by one genre, the mainstream pop sound. Television, radio, and other major channels are monopolized by giant record labels. With a limited budget of less than $10,000 USD from Zoo Records, we want to raise awareness of this underground record store, hopefully cultivating young people's new music passion.