To celebrate 60 years of HMV, the company wanted to celebrate their heritage and tap into the nostalgia that people have for certain decades within film and music, and to celebrate the fact that HMV have been there throughout. We where given the title ‘Decades’ and asked to develop a mechanic to illustrate this and a concept that would work across POS, in store, digital & print.

The time machine dial, simply and effectively communicates the decade, and illustrates all the other decades on offer. The concept for the over arching campaign was simply to build on this idea of nostalgia, by using iconic covers and posters to evoke an emotive response from the customer, to create a ‘do you remember when...’ moment. 
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