- Participants paid for the advertising campaign
- Apple Daily (Hong Kong)
- February, 2008
- Portrait, (W) 356mm × (H) 530mm
- ATV News, Apple Daily, The Sun Daily, EastWeek magazine,
- art direction
- Julius Hui
- Julius Hui
- Special thanks to Adonian Chan and Chris Tsui (Trilingua)
2008 symbolised one of the darkest days in Hong Kong Polices's history. With the 'world-famous Edison Chen photo scandal' incident exploded in January, 2008, everyone in Hong Kong, included me, was so shocked with everything revealed. But what made everyone angry, is the HK Polices decided to randomly arresting citizens and said they are guilty for the photo scandal while at the same time took no actions to victiims involved – they are lying to HK citizens. As a result several major on-line discusson forums lined-up and raised a fund for issuing advertisement and held a grant protestation in expressing disgrace to the HK Polices and artists involved.
One of the most important parts of the capaign was to come up with a powerful graphic that gathering all people. I come up with an interesting idea, and modified it on DynaFont's LiHei Bold in 4 hours, managed to submit it 2 hours before the campaign. End up my graphic won the competition and took as the main graphic for the protestation.
The concept is simple, Hanzi 'polices', is a combination of 'Respect' and 'Speech' i.e. respectful speech. With all bullshit came out from the polices, and different attitude towards famous artists, and those un-named citizens, polices simply grows one more mouth, matched with HK's slang 'Government Officials Have Two Mouths'. Everyone in HK understood it with subtle humor. The protestation is a great success finally, the graphic grabbed attention from major TV stations and newspaper, I was interviewed by magazines and newspaper right after the protestation. This campaign proved to me, with proper designed message and visual language, matching with proper context, typography is the most powerful design tool. Even in city do not have an obvious type culture.