A deeper perspective to the New Straits Times
The New Straits Times wanted to heighten awareness for their transparency in news reporting as well as grant the reader a deeper insight into everyday news, allowing them to see the bigger picture for themselves.
With this in mind a poster campaign was created by McCann Erickson Malaysia showcasing actual international events, to encourage the viewer to go deeper beyond a story’s face value and delve further into the actual story behind the scenes.
Executive Creative Directors: Hwa, Szu-Hung Lee. Creative Director: Jules Tan. Art Director: Jerome Ooi, Jules Tan. Copywriter: Benjamin Ng, Zaidee Zainal, Primus Nair, Szu-Hung Lee. Agency Producer: Bridget Hong, Jimmy Ong. Photographer: Loh Lin Shan (iRom). Account Director: Andrew Pinto. Account Manager: Alexis Young.
9 Comments
These are great.
The pay-off line not needed though.
the standard of execution should have been higher.
I thought nowadays people mostly reads the MALAYSIA TODAY and not NST, Malay Mail or the crappy Utusan.
I agree. this is a good idea that needed better execution.
if the execution had been better then I think these ads would really stand out and win awards
Actually, it looks like New Straits Time isn’t a credible newspaper.
The news on its front page shows and says everything is OK and hunky-dory but where else the real truth is that’s its terrible and disastrous.
Now that’s false reporting.
The irony is it’s exactly like this in Malaysia. Everyday in the papers it says that it’s ok and everything is going on well. There’s no corruption. We live in a harmonies country and blah, blah, blah.
There isn’t freedom of the press.
I think it would be a great campaign for ‘Press Rights’ or ‘Freedom of the Press.
That’s why everyone reads Malaysia Today.
Time magazine already did these years ago. Where an innocent looking image is highlighted with the red Time boarder.
Malaysia Boleh!
It’s been done. Samsung did this before for one of their TVs to show depth.
Same Insight. http://adsoftheworld.com/media/print/sonntags_zeitung_the_insight_story_beauty