Morning Studio’s ‘Moon’ campaign shines at WAN-IFRA Digital Media Awards Asia 2021

August 26, 2021
SCMP Updates
A dynamic multimedia story created by Morning Studio – the dedicated branded content arm of South China Morning Post – to promote “The Moon Is Leaving Us” campaign for Audemars Piguet, won silver at this month’s WAN-IFRA Digital Media Awards Asia 2021.

It was honoured in the Native Advertising/ Branded Content category at the virtual annual event, which recognises unique and original digital media projects by Asian publishers. Morning Studio has frequently been recognised at these Awards, having taken the top prize in this category for “Uncover Art Macao” in 2019, and for “Hello Hainan” in 2020.

The elaborate interactive online experience, featuring engaging visual storytelling with revealing photos and stylistic illustrations, examined the imaginative ideas behind Hong Kong-based multimedia artist Phoebe Hui’s moon-themed art installation commissioned by Audemars Piguet Contemporary, for the 5th Audemars Piguet Art Commission — the first to be exhibited in Asia.

It provided audiences with absorbing insights into Hui’s creative process. She combined elements of art, science, poetry and ancient mythology in her installation, inspired by the moon, which is slowly departing from Earth at a rate of 3.78 centimetres per year – roughly the same speed that our fingernails grow.

Morning Studio complemented its engaging interactive content, which included dramatic images of the moon and Earth, by creating a custom-designed, 32-page bilingual printed booklet called "Lunar Effect", for visitors who were able to visit the installation while it was exhibited at Tai Kwun in Hong Kong earlier this year.

More information about the WAN-IFRA Digital Media Awards Asia 2021, including a full list of the winners and details about the jury members, can be found here.
About South China Morning Post

The South China Morning Post is a leading global news company that has reported on China and Asia for more than a century. Founded in 1903, SCMP is headquartered in Hong Kong, where it is the city’s newspaper of record, with a growing correspondent staff across Asia and the United States. SCMP's vision is to “Elevate Thought” and our mission is to “Lead the global conversation about China”. Additionally, SCMP publishes a portfolio of premium lifestyle and fashion titles in Hong Kong including CosmopolitanELLEEsquire and, Harper’s BAZAAR. SCMP is also home to Goldthread, a content platform with a focus on food, travel and culture in China. In 2020, SCMP became the first news organisation in Asia to join the Trust Project, a consortium of top news companies developing global transparency standards for credible journalism.

About Morning Studio 

Morning Studio is a dedicated branded content team at SCMP that is leading the evolution of marketing in the region by more strategically connecting advertisers with readers through enhanced content solutions offerings. Morning Studio combines world class branding strategists, multimedia designers, and audio/video producers with editorial experts who have a deep understanding of SCMP’s readers. Crafted with SCMP’s high editorial standards, branded content is presented with the unique voice of the particular SCMP platform on which it is featured, whether, Abacus, Inkstone or Goldthread. Morning Studio’s online content can be complemented by integrated offline offerings such as sponsored supplements, bespoke publications and customised events. For further information, contact us today.