PRIVATE VIEW: Tomaz Mok

HMV: Who says sales promotions cannot accommodate good ideas? The HMV $200 (2CD/DVDs) print campaign demonstrates the cliche is wrong. It is not just intriguing with its headline and visual, but, more importantly, there is an idea of celebrity endorsement, almost for free. A typical creative idea incorporated with old elements in a new combination. It is intriguing, humorous and could be very effective.