New Product Launch - Oxygen Magazine


The client company plans to launch a magazine that contains the world’s leading creative information – advertisements, arts, design, product, marketing and other aspects. This is named after “Oxygen”, which is a metaphor to indicate providing a necessity for creative professionals.


As Oxygen Magazine is newly launched, their budget & resource constraint can cause them to face challenges in establishing market awareness efficiently.


The marketing communication goal is to build brand awareness. Firstly, the concept of “Oxygen” suggests positioning it as an indispensable source of inspiration for the creative professionals during their design thinking process. Hence upon reverse thinking, we decided to utilise the art of suffocation as the starting point to showcase creativity and attract more attention. The photos of the “victims” will be converted to large posters advertisements, displayed at bustling areas, to arouse the public’s curiosity & attention to share.