86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.
Festival of Creativity
27 - 29 September 2017




The Flash Player is required to view this content.

Entrant Company:McCANN WORLDGROUP Hong Kong, HONG KONG
Advertising Agency:McCANN WORLDGROUP Hong Kong, HONG KONG
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, April Fang, Spring Liu McCann Worldgroup (Hong Kong) Copywriter
Zoe Kuo McCann Worldgroup (Hong Kong) Interactive Content Director
Jeff Lee, Jeff Wong Metro Publishing Hong Kong Ltd. Publication Editor
Henry Chu pill & pillow Technical Director
Keat Mok, Anna Tsang pill & pillow Production Programmer
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 campaign/entry:

Hong Kong is facing increasing threats to press freedom. So when Metro Daily asked for an ad campaign, we convinced them to alarm people the alarming decline of freedom of speech by letting them speak freely without getting into trouble. We created "newsin18years.com" and asked people to write what they think will make news in 18 years. We then published the most voted-for stories, word-for-word, in a special edition paper "Future Daily" on April Fool's Day. The Futuristic theme and April Fool launch acted as smokescreen to our true motive: giving people a lawful channel to express their heartfelt opinions.

Give some idea of how successful this campaign/entry was with both client and consumer:

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

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

2 months before April Fool’s Day, we created a website and mobile site “newsin18yrs.com” and asked people one simple question: 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 in a special edition paper that we distributed the public on April Fool’s Day. The campaign was also promoted with print and on-street posters.