Ming Pao Daily 26th Anniversary Congratulatory Ad

Background

Rationale: Ming Pao Daily is a well-known Chinese newspaper with roots in Hong Kong, and it recently celebrated its 26th anniversary in October 2019. To congratulate the newspaper, Captus used a bold and high-impact creative that linked to the recent social unrest in Hong Kong. 

The yellow helmet embodied the daily hardship and challenges faced by the press overseas as they endured tear gas, violence and rioting for months on end. The ad was a tribute to the press’s bravery and professionalism.

Print ad title:   Yellow Helmet                                                                                    

Visual:
A yellow helmet worn by the press with dirt and smudges, as well as a dent made by plastic bullets.

Copy:
Today, reporting the news is no easy task. Congratulations to Ming Pao on your 26^th Anniversary.

Written by: Jackie Quiring