Sing Tao turns Lady Justice into dress-wearing fashionista

The topic of press freedom has led to mounting tension between Hong Kong's journalist community and the central government.A recent press freedom report from the Hong Kong Journalists Association found that Hongkongers are losing faith in press freedom, while journalists themselves were even more grim.In light of this weakening public perception, Sing Tao has rolled out a branding campaign in the hope to redeem trust by stressing two core messages - "media impartiality"(新聞中肯）and "exquisite taste"（優閱品味).But the ad is a rather bizarre take on the famous Lady Justice statue, which abruptly transforms into a bright red-dress wearing fashionista half way into the 30 second commercial.https://vimeo.com/93222233A spokesperson from Sing Tao News Corporation said using Lady Justice was an attempt to mirror the newspaper's principle of impartiality; while the fashionable turnaround is to put a spotlight on its fashion & lifestyle column.When asked if the effort was a response to the public's concern over deteriorating trust to press, the spokesperson said the campaign is merely a branding effort.The spot will run on Cable TV and Now TV until 24 May along with print ads on Sing Tao Daily.