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隨心逐流 ｜ Let your heart flow
Advertising Project
BACKGROUND
街頭表演指公開表演並獲得獎勵。* 本廣告作品只涉及音樂表演
現時香港Busking 文化普遍印象是表演質素參差,但這不是單方面表演者的責任。同時,香港人習慣 隱藏自己的情緒。表演者與觀眾之間欠缺溝通交流。對於一個街頭藝人來說,其他的東西並不比觀眾 的回應重要。
Busking is the practice of performing* in public places, in return for voluntary donations.
* This campaign is only about music performances
In Hong Kong, the general impression of the busking culture is that performance quality varies. However, this is not the unilateral responsibility of performers.At the same time, people in Hong Kongare prone to hiding their emotions. There is a lack of communication between the performers and the audience. For a busker, other thing is less important than the response of audiences.
ADVERTISER
City Echo
唯一及第一個香港街頭音樂聯盟，由30多個街頭音樂單位組成。逢星期五晚時代廣場演出。
An only and first busking organisation comprised of over 30 street music units. They have been holding the busking events at Times Square on every Friday night.
ADVERTISING OBJECTIVE
一名好觀眾是對表達者最好的回報/回應。
Being a good listener is the best way to reward (respond) or to show respect to the buskers.
TARGET AUDIENCE
享受Busking但不熟悉其文化的觀眾。
Audience who enjoy busking might not necessarily be familiar with the busking culture.
MESSAGE
隨心逐流
Let the heart flow
Idea :
Busking 文化是一個表演者與觀眾互相給予肯定、雙向的關係。好的觀眾也可以帶來好的表演者。
Busking culture is an interdependent relationship between busker and audience. A good listener can bring more good performance.
May, 2018
Stage 1/ RAISE AWARENESS
隨心逐流
LET THE HEART FLOW
Media : Online video
Platform : City-echo social media page + official website
什麼事都爭相做第一,唯獨是表現情緒時會做第二。 生命中有很許多時刻,我們會選擇隱藏當下的情緒, 等待別人做第一個,隨後跟上。要瀉了,滿肚子的情感; 跟著感覺去就對了。City Echo 是一個讓你表達情感, 放鬆自己,不用理會旁人的地方。
Everyone is competing to be the first, but when it is about expressing self emotion, they love to be the second. Many moments in our lives, we would perfer to hide our emotions, wait others to be the first one and follow them. City Echo is a place where you can express your emotions, relax yourself, and be yourself.
隨心逐流 (online video)
01:01
隨心逐流 (忍驚篇）
01:08
隨心逐流 (忍喊篇）
00:51
隨心逐流 (忍食篇）
00:45
隨心逐流 (忍笑篇）
Stage 2/
CALL FOR ACTION AND INFORMATION
滿瀉情感 寫滿感情
FILL THE BEANS, FILL IN YOUR FEELINGS
Media : Installation event + Product Giveaway Platform : City Echo regular busking
@ Time Square every Friday night
觀眾,你滿肚子的情感要滿瀉。 香港人容易隱藏自己的情緒,過分關注他人的目光, 從而形成一種自我保護的意識。街頭藝人和觀眾的關 係不應是單向的,當觀眾有適當的回應時,能使他們 獲得滿足感,從而有動力籌備下次表演。
Audience, release your emotions freely. Nowadays, people in Hong Kong are prone to hiding their emotions and paying too much attention to others' feelings that create a form of "self-protection". Busker and audience are not a one-way relationship only. When the audiences have proper responses, the busker has a sense of satisfaction which encourages them to devote themselves for a better show.
Stage 3/ RETENTION
有請下一位
THE NEXT BUSKER
Media : Interaction Ad
Platform : City-echo official website
好的表演,會帶來好的觀眾。好的觀眾,也可以 帶來好表演。觀眾,不只是被動,也可以是主動。
Good show brings good audience while good audience also bring good show. The action of the audience is not bound to be passive, but also active.
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