Cannes Young Lions

The Ask

We were tasked with conceiving and designing a captivating, one-page print ad to generate awareness of Gold House’s A100 list, which honors the Asian Pacific leaders who have made the greatest impact on society over the last year. Specific goals include:

1. Educating Gen Z on the list’s significance

2. Driving traffic to Gold House’s website

The Idea

We wanted to inspire Gen Z to uncover the greatness around them that too often goes unseen. We decided what better way to do that than physically giving them the means to do so. We printed our ad on thermal paper so that the consumer can discover their own power to uncover AAPI greatness as they run their hand over the ad, increasing the impact of our message.

As users rub the page, the phrase “Uncover Greatness” gradually becomes the larger message “There’s uncovered greatness all around us,” highlighting that there’s no lack of Asian Pacific achievement in our society, just the acknowledgment of it.

The thermal paper, which returns to its original state after a few seconds, acts as a subtle nod to the resilience of AAPI individuals and the continuous effort we must make to give them the platform they deserve.

Final Print Ad

The Impact

“Uncover Greatness” was submitted in competition against 900+ creative duos to join Team USA at the Cannes Lions International Festival of Creativity.

Beyond representing my agency in the competition, “Uncover Greatness” resonated with my own pursuit of excellence and became a personal triumph in a season of aspiration and professional change.

Concept break-down