Transient Media • Enduring Music: The 28th Golden Melody Awards was the first edition to accept digital music, ushering in a new era for the event. At the same time, the decision signaled that while music's media is evolving, the essence of music is still key. Based on this concept, the campaign was built around five media as the themes for the key visuals: vinyl, cassette, CD, mobile devices and the future. These five media were transformed into expressive forms that were then used in a series of promotional images for the Awards. The images explore the relationship between clothing and people as a metaphor for the connection between media and music.