Redberry (2015)
The Malay Mail:
Social media or
the trusted source

Art Direction

Newspaper readership is declining as more youths are turning to social media for quick news updates. However, news updates on social media lack credibility and critical analysis that newspapers give. We needed to turn this trend around and encourage youths to get their news from a more trusted source, the Malay Mail.

News updates on social media lack depth, and to demonstrate this, we chose 10 iconic news and turned them into posters that provoke and question people’s perception on them. Each poster is designed to reflect the impact and power of Malay Mail’s ability to analyse news.

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Awards:
Kancil Awards 2015
7 Bronze
• Press Advertising [Press Single & Campaign]
• Outdoor Advertising [Posters]
• Design [Open Single & Open Campaign]
• Craft for Press, Outdoor, Direct & Design [Craft Campaign]

​6 Merit
• Press Advertising [Press Single]
• Outdoor Advertising [Posters]
• Design [Open Single]
• Craft for Press, Outdoor, Direct & Design [Illustration]

Spikes Asia 2015
1 Shortlist

Ad Stars 2015
2 Finalists

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Credits:
​Executive Creative Director 
Gigi Lee

Creative Director 
Joshua Tay

Art Director 
Goh Siow Werm, How Wei Zhong, Gigi Lee, Joshua Tay

Copywriter 
Wilcox Yap, Edward Ong

Designer 
Goh Siow Werm, How Wei Zhong, Nicole Sue Tan, Wong Jing Wen

Illustrator 
Goh Siow Werm, How Wei Zhong, Nicole Sue Tan, Wong Jing Wen, Chan Carol, Niu Jia Chyi, Lim Ling Li

​Typographer 
Goh Siow Werm, How Wei Zhong, Nicole Sue Tan, Wong Jing Wen

Photographer 
Image Rom

Client Service 
Lisa Hezila, Tan Sher Yen

Print Producer 
TL Tan, Irene Yap

Client Supervisor 
Peter A. Das