OAKSONGS by Kinetic Singapore for HUMPBACK OAK


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Industry Records & Cinema Production
Media Design & Branding
Market Singapore
Agency Kinetic Singapore
Art Director Lim Shue Pann
Copywriter Leslie Low - Yellow Box Studios
Designer Gian Jonathan, Sean Tiang
Photographer Jeremy Wong, John Nursalim
Released November 2009

Credits & Description

Category: Clothing, Sports, Leisure & Recreation
Advertiser: HUMPBACK OAK
Product/Service: MUSIC CD
Date of First Appearance: Dec 1 2009 12:00AM
Creative Director: Pann Lim (Kinetic Singapore)
Art Director: Pann Lim / Gian Jonathan (Kinetic Singapore)
Designer: Gian Jonathan / Sean Tiang (Kinetic Singapore)
Typographer: Leslie Low (...)
Copywriter: Leslie Low (...)
3D Illustrator / Photographer: Terence Bong (Obilia)
Photographer: Jeremy Wong (Nemesis Pictures)
Photographer: John Nursalim (Visualmind)
Media placement: Music CD Packaging - Music CD Shops - 1 December 2009

Describe the challenges and key objectives
The objective was to create a meaningful memento of a music CD box set that brings music lovers and aficionados through the music journey of a band whose soulful music has always been down-to-earth, genuine and personal.

Describe the brief from the client
The band wanted to connect on a very personal level with their fans and music lovers, in the way which one can feel the heart and soul behind the songs and the lyrics as well as experience the journey undertaken by the band to create such soulful music.

Describe how you arrived at the final design
Owning the Humpback Oak Oaksongs is like stepping into the lives of the musicians, into their homes. Ownership of the music box set is very personal. With thoughtful touches like prints of original lyrics since 1990 and lyric sheets as CD covers, every detail accentuates the human touch to the music box set, where even each music CD is numbered and tagged using the band member’s handwriting. It all adds up to one reliving the time when the band felt right at home, creating its music, songs and penning its aspirations and most inner thoughts.

Give some indication of how successful the outcome was in the market
A total of 500 limited units were produced and within 1 week, 90% of this limited edition music CD box sets were sold.