The print ad that won the Philippines' Young Lions Print competition, March 2017.

THE BRIEF:
Fake news has been rampant all over social media and people take it as the truth. How do we promote the Philippine Daily Inquirer as the Filipinos' leading source for real news?

THE IDEA:
Don't be fooled like the rest. Read the truth from the Philippine Daily Inquirer.

CONTEXT:

The 'Big One' was a social media rumor about a catastrophic earthquake that could wreck Metro Manila, the Philippines' capital. People believed this rumor and started informing every one of their families and friends causing nationwide panic and hysteria. A few days later, the Philippine Institute of Volcanology and Seismology (PHILVOCS) announced that the 'Big One' was, in fact, only fake news.

Art Director - Alyssa Babasa

Copywriter - Albert Millar