The campaign aims to "show what happens when you don't keep your eyes or your ears fresh" via 15- to 20-second video clips, said Victor Manggunio, group creative director at Leo Burnett, the agency charged with the magazine's creative. "One video shows a person watching something boring on TV and as the clip continues, his eyeballs pop out. Another shows somebody listening to repetitive, boring music, and both their ears drop off," he added.
The nightlife and entertainment magazine is slated to roll out in Hong Kong on 23 April.
The magazine will extend online via a content site. While the magazine comes with a cover price, most, but not all, of the content will be available free on the website, said editor-in-chief Paul Kay.
Kay added the publication's team is confident readers will buy the magazine regardless of free-of-charge alternatives from Time Out's own website and competitors such as HK Magazine. "Time Out is a globally recognised brand and it is a traditionally a paid product, and it is a respected product in competitive cities such as New York, London, Chicago and Sydney, where there are both paid and free publications," he said.
