Leverage to recall the cultural pride. 

UNIK Festival 2022 | Branding/Social

/Challenge
In last decade, Hong Kong ’s music industry has lost its magic. The COVID lockdown gave it a crashing blow. How can we leverage the Unik Music festival to bring back magic and recall the cultural pride?


/Strategy
Cassette encapsulated the magical moment of HK entertainment. The moment when HK is the asian-lead cultural influencer; The moment when every piece of music is treated carefully; The moment when everyone mix their own tape; The moment when you can find music in the public library.

What’s more, cassette and live concert creates a more personal, intimate music moment. Why? Because there is no skipping button for cassette and live concert. You and the musician are sharing the same music moment, that is when the unqiue experience happens. That is when our cultural pride is recalled.


/Creative
Mixing the Cassette from logo and the tear-off poster to be the brand elements through out the project including OOH, social posts and market materials.

Street Poster



Tram Body.