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Future Daily on April Fool

Award: Wood Pencil

Wood Pencil / Direct / Direct Response/Digital / 2011

Thirteen years after the handover to China, Hong Kong is facing increasing threats to press freedom. To alarm the public about this, we created a website and asked people to write what they thought would make the headlines in 18 years. We then published the most voted-for stories, word for word, in a special edition paper that we distributed on April Fool’s Day. The futuristic theme and April Fool’s launch acted as a smokescreen for people to express their heartfelt opinions.

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