Hong Kong Reading Week
Concert Campaign
Hong Kong Public Libraries
《幸福索引──書與旋律之間》音樂故事分享會
我們為香港公共圖書館「香港悅讀周」量身打造的跨界企劃，打破大眾對公共圖書館「嚴肅、安靜、與當代生活脫節」的既定印象。我們選擇以「情感價值」作為創意錨點，因應現代都市人對心靈療癒與情緒釋放的渴望，大膽地將書籍重新包裝為「心靈的甜點」，試圖拉近文學與年輕客群之間的距離。為了將這個抽象的概念具象化，我們推動了一場「流行音樂」與「文學導讀」的跨界文化衝擊。透過邀請形象正面且兼具創作才華的歌手林奕匡（Phil Lam）擔任活動大使，讓故事跳出傳統書頁的框架。
This cross-media campaign, custom-tailored for the Hong Kong Public Libraries’ (HKPL) "Hong Kong Reading Week," was driven by a core mission: to disrupt the public’s rigid perception of libraries as "austere, silent, and disconnected from contemporary life." Responding to the modern urbanite’s craving for mental decompression and emotional sanctuary, we chose "emotional value" as our creative anchor, boldly repositioning books as "desserts for the soul" to bridge the gap between literature and younger audiences.
To bring this abstract concept to life, we orchestrated a vibrant cultural collision fusing pop music with literary exploration. By inviting singer-songwriter Phil Lam—celebrated for his positive and artistic persona—to serve as the campaign ambassador, we allowed stories to transcend the traditional boundaries of printed pages.
