Working with McCann Hong Kong and HMVideal, ‘Music Reborn’ offers commuters an innovative new way to enjoy music.

Entertainment retailer HMV created a compelling “Music Reborn” campaign at the MTR Central Station in Hong Kong for the launch of the new HMVideal concept store.  MTR passengers are invited to play different instruments on the posters, blending the sound from these sources to create their own improvisation. Instruments included guitar, bass, saxophone, piano and violin. The different instruments allowed commuters to pick their favourite and have an impromptu jam with the crowd, turning the zone into an amazing musical auditorium, as people could stop, listen and join in.

Novalia provided the production and the interactivity for the project, designing the conductive  circuit on the reverse of the poster and programming the electronics to provide beautiful, touch sensitive sound.