Concept (1)
This concept is shown as positive images of people enjoying their time, listening to music and relaxing in contrast with the shocking word in a large font pointing out negativity. However, when the sentence is read in full you realize the true message HiFi wants to get through to the audience.
Concept (2)
This concept shows a close up of something related to gadgets, and it contains a handwritten note on a piece of paper showing several negative feelings. The fine print under the paper negates these negative phrases by saying that people who have tried their services lately would not say that because they have a new and improved service.
