2024 Winner

Canada’s inaugural Chinese Canadian Museum wanted to introduce itself, as well as an exhibition that focused on the Chinese Exclusion Act. So it worked with Hamazaki Wong to create a campaign that used fluttering CI certificates, which were once issued by the Canadian government exclusively to Chinese residents and ultimately served as a reminder of their second-class status. The campaign encouraged a reflection on history and told a dynamic, emotional Chinese-Canadian story. It targeted diverse audiences by using bilingual multimedia and leveraging influencers. The result was more than three million social media impressions and 13,000 museum visits.

Credits

Sonny Wong, Creative Director I Copywriter
Kelvin Yeung, Account Director
Zoie Chan, Account Manager
Ian Zhu, Copywriter
Michael Wong, Art Director
Dana Liu, Graphic Designer
Chris Tu, Designer I Illustrator