Category

Award

2010 Direct & Sales Promotion

FUTURE DAILY ON APRIL FOOL

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ClientMETRO PUBLISHING HONG KONG LTD.
ProductMETRO DAILY
EntrantMcCANN WORLDGROUP Hong Kong, HONG KONG
Type of EntryUse of Direct
CategoryDirect Response Digital Media
TitleFUTURE DAILY ON APRIL FOOL
Product/ServiceMETRO DAILY
Entrant Company:McCANN WORLDGROUP Hong Kong, HONG KONG
DM/Advertising Agency:McCANN WORLDGROUP Hong Kong, HONG KONG
Credits
Name Company Position
Spencer Wong, Nick Lim McCann Worldgroup (Hong Kong) Executive Creative Director
Joseph Mok, Law Chi Hang McCann Worldgroup (Hong Kong) Creative Director
Stanley Wong Thought Starter
Joseph Mok, Gary Lam McCann Worldgroup (Hong Kong) Art Director
Law Chi Hang, Spring Liu, April Fang McCann Worldgroup (Hong Kong) Copywriter
Zoe Kuo McCann Worldgroup (Hong Kong) Interactive Content Director
Henry Chu pill & pillow Technical Director
Keat Mok, Anna Tsang pill & pillow Production Programmer
Jeff Lee, Jeff Wong Metro Publishing Hong Kong Ltd. Publication Editor
James Chan, Eddy Cheung Surreal Digital Imaging Ltd / In Between Photo retoucher
Marco Chow, Dick Chan Wow production / D-shot Photographer
Yen Lee, Winson Wong, Chris Tam McCann Worldgroup (Hong Kong) Account Service
Penelope Yau McCann Worldgroup (Hong Kong) Integrated Communications Planner
Paul Swee Studio 13 Editor

Describe the brief from the client:

Hong Kong is facing increasing threats to press freedom. So when Metro Daily came to us for an ad campaign, we convinced them of their duty to do something more important, together. We wanted to alarm people the alarming decline of freedom of speech, and provide a way and call for people to speak freely again without the fear of getting into trouble. The Internet is now the only channel where people can still express themselves freely. Our strategy is to find a way to cleverly channel the honest voices from online to the traditional media to effectively alarm people of the threats to press freedom.

Creative Execution:

Our true motive was to give people a lawful channel to express their heartfelt opinions. And we have achieved that successfully by the use of a futuristic theme and an April Fool’s launch. You can’t jail someone over a fictional article on April Fool’s Day, can you? And what’s better than to actually have a news organization to do this, to cleverly provide a lawful channel for people to express themselves to protest against the decline of freedom of speech in Hong Kong.

Describe the creative solution to the brief/objective.

2 months before April Fool’s Day, we created a website and mobile site “newsin18yrs.com” and asked people: What will be making news headlines in 18 years? People were invited to write their own stories on things that matter to their hearts, from politics, social issues, the economy, sports to entertainment. We then published the most voted-for stories on the website, word-for-word, in a special edition paper that we distributed to the public on April Fool’s Day.

Describe the results in as much detail as possible.

With self-expression as the only incentive, we received over a thousand articles in just a month, and over 200,000 people visited our website. “It’s a reinvention,” Audrey Eu, Hong Kong Civic Party Leader, on Future Daily. “A disruption,” Claudia Mo, famous media critic, on Future Daily. Not only were we impressed by the number of articles on the site, the contents of the articles were as overwhelming. We received countless articles on topics being constantly silenced in the traditional media, from comments on Taiwan, to the infamous and most censored subject of all times – the June 4th Incident.