2024 Winner

To celebrate the 40th anniversary of Sing Tao Daily’s BC edition, the popular Chinese newspaper used a visual of the game “wéiqí,” a Chinese strategy game similar to chess that is also known as “Go” in the west. The game symbolized the unpredictable nature of world affairs, where a move by one side could change the overall situation. The campaign aimed to convey how a newspaper’s job is to report the latest news and help readers understand what’s happening around the world. In addition, Sing Tao Daily wanted to celebrate its migration from traditional news print to digital. The campaign, by Captus Advertising, rearranged the black and white stones so that the visual depicted the traditional game to form a QR code. The caption encouraged readers to scan the code to visit the online version, while its headline emphasized Sing Tao’s ability to move forward with the times.

Credits

George Kan, Creative Director and writer
Jacky Phua, Senior Art Director and Illustrator
Phoebe Yang, Designer
Daphne Wan, Account Manager
Gigi Ng, Account Manager
Tracy Hung, Account Executive