With newspaper as the most traditional carrier for advertising, it was not easy to have a novel way to present the advertising. But just the most common channel in public communication is the perfect representative of the true spirit of New Santana.

Truth is precious today, especially in days filled with all kinds of fakes and hypocrites. Santana with nearly thirty years history and four million owners' trust in China, is the exact reliable role to call up the world to stick back to the positive and goodness energy of Truth.

This print uses a creative way to combine advertising and editorials together. Among all hypocritcal social news, New Santana drives across the editorials and creates a light, to convey the concept of 'Truth' and the typography extends as a spread unconventionally to attract public curiosity.

This print, based on its typography, was only released through newspapers which was the perfect way to show the effect.

Impact format to hight brand essence created a total of 2,793,000 impressions by six insertions in two weeks.