Creative Showcase

Music on Paper / Re:spect Magazine

Submitted By Ada Wong


Everything begins with a recruitment campaign placed on magazine and facebook group, asking for ideas about how to make music from a piece of paper. Participants could use any part of re:spect magazine – tear out a page, rip it, scratch it, blow it, tap it or do whatever he/she could think of to create sounds from the paper. Readers were invited to show their ideas in a video and send it in to re:spect.
The workable ideas were used for a live paper music concert that re:spect organized and filmed as a viral video to spread via internet.
Once the recruitment campaign was launched, responses thronged the facebook page and requested details of the projects. Music lovers kept uploading creative videos to the group and there was a torrent of comments jamming in. The 35 selected performers in the viral video draw massive attentions and responses in the social network. All these happenings aroused the interest of the Mass Media, Re:spect Magazine was busy doing Radio and newspaper interviews ever since. Artists and singers show their support to Re:spect.


Hong Kong is a tough place for music lovers. There are lots of music mags, but they’re all just packed with gossip about pop stars and other junk. Fortunately there is one magazine that respects real music and real music lovers. Of course, it's called re:spect .Every page of re:spect is about music, That’s their motto and they live up to it, which deserves an ingenious campaign to let music lovers know about them.

Technical Challenge

The main challenge appeared in the MV shooting stage.
The paper-players are the readers themselves, we need to give them sufficient practice and clear guidance.


Re:spect Magazine


Grey Hong Kong




Agency Producer

John Lo

Art Director

Keith Ho / Sonic Choy / Gloria Fung / Dia Nip

Creative Director

Keith Ho / William Tsang / Sonic Choy


William So


Patrick Cheng

Music & Sound

Do Music / Adrian Tsing


Chan Pu Yu

Production Company

Red Studio


William Tsang / Halo Cheng




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