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Hong Kong - David Communications has scooped the lions share of Apple Daily's inaugural Apply Daily Advertising Awards for its Red Cross "Humanity" campaign.
Apple Daily print advertising awards, launched under the “creativity means courage" tagline drew a shortlist of 30 entries from local and 4A agencies.
Hong Kong Red Cross Humanity Award Call for Action Poster Campaign hauled in four awards, including creative advertising, outstanding art and photography. The six men team behind the campaign said the uniqueness of its ads is breaking away from the old thinking.
“Using pathetic story to let readers cry is not the only way of doing it,” said Paul Hui, the executive creative director of David Communications.
The three posters show three common people, which dress like Mother Teresa, Mohandas Karamchand Gandhi and Florence Nightingale respectively, help the needy in a Hong Kong style elderly home and slums.
“The aim of the ad is to let readers visualize the abstract idea of humanitarianism,” said Rhea Leung, Hong Kong Red Cross Corporate Communications Manager.
“And to tell readers that everyone around us can be a humanitarian."
Coincide with the competition’s slogan “creativity means courage,” an obese girl wearing like a princess and an old man with hip hop style presented the awards and shortlisted entries to different advertising agencies.
The judging panel was made up of 4As members and academics from Hong Kong Polytechnic University.
“The competition is a combination of creativity and democracy,” Elaine Chow, Next Media Webcast Limited chief executive officer said.
“We promise those who have never advertised in our newspaper will eligible for the award.”
- Apple Daily
- David Communications Group Limited
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