McCann Hong Kong: The Orange Squid

Credits:

Advertiser/Client: McCANN WORLDGROUP HONG KONG
Product/Service: THE BRAIN MAGAZINE COVER PAGE
Entrant Company: McCANN WORLDGROUP Hong Kong, HONG KONG
Design/Advertising Agency: McCANN WORLDGROUP Hong Kong, HONG KONG
Creative Credits
Name Company Position
Spencer Wong McCann Worldgroup (hong Kong) Executive Creative Director
Nick Lim McCann Worldgroup (hong Kong) Creative Consltant
Quentin Yeong McCann Worldgroup (hong Kong) Associate Creative Director
Mark Kong McCann Worldgroup (hong Kong) Associate Creative Director
Gary Lam McCann Worldgroup (hong Kong) Art Director
James O McCann Worldgroup (hong Kong) Art Director
So Kim Ho Photographer
Chan Hon Kit Application Programmer

Details
Brief Explanation:
Can a magazine cover be more than a magazine cover? Can we turn this cover into a self-promotion piece of work? Can we turn this single-glimpse cover into a website, engaging viewers with tons of details? The answer goes to this link: www.theorangesquid.com
Describe the brief from the client:
Brain Magazine, a monthly magazine reporting on the world's leading design and advertising ideas for Japanese. Creative agencies from the world are invited to create cover design for Brain. For the latest June issue, we are invited to design the cover and the brief is "orange".
Description of how you arrived at the final design:
We turned this magazine cover into a treasure hunt game - 50 surprises were hidden in a super high resolution photography. And HK and Japanese readers are invited to log on to theorangesquid.com, a website posted on the cover to uncover the hidden gems. Viewers can drag to search and double click to zoom in different levels of the photography artwork. We shared our creative portfolio, awards, stories, talents, news, facebook, loves and hates with readers in the gaming process. For those who successfully dig out all 50 hidden items, we'll reward them with prizes. One page of viewing could then become a 60-minute of fun discoverary.
Indication of how successful the outcome was in the market:
We proved that one magazine cover could become 60-minute fun discovery. This project had aroused intensive discussion among the editors and creative people in Japan. They are excited by our stories and creative works. Moreover, there were various readers from Hong Kong and Japan had successfully sniffed out 50 surprises in our website, and received our grand prizes.