The campaign, entitled 'Squashed bunny', converted pillars in MTR
stations into green forests and used black humour to reach university
graduates or those changing jobs for the first time.
The magazine's brand promise was tied-in with the Chinese "legend of the squashed bunny", and told the tale of a rabbit accidentally crashing into a tree and dying.
According to the fable, the man cooked the rabbit for food. He then
waited at the same spot for another rabbit to come crashing into the
tree. However, as none appeared, he eventually died of hunger.
The story used the analogy to urge people to be proactive.
The creative also used ceiling stickers in trains.
