False covers, the creative execution that pushed the boundaries of print advertising.
MANILA, Philippines — While print serves as a medium for delivering news, The Philippine STAR also recognizes it as a canvas for creativity.
Print can be a space where brands could tell richer stories through thoughtful editorial design and bold new ideas.
As advertisers sought more meaningful ways to connect with readers, The STAR continued to challenge the conventions of print, developing custom executions that transformed ordinary advertising into memorable brand experiences.
The challenge was straightforward yet ambitious: How could brands make their message stand out in a newspaper while remaining true to their identity?
The STAR brought the concept of the false cover execution to newspapers.
Bold beginnings
“False covers existed in other countries and mainly it was in magazines,” shares PhilSTAR Media Group Executive Vice President Lucien Dy Tioco. “It's not really a new execution, but it has never been done in newspapers.”
For The STAR, bringing the concept to a newspaper was a bold move. It challenged the traditional role of the front page and pushed the boundaries of what print advertising could be.
At the same time, the execution showed that print could offer brands a fresh and creative way to capture readers' attention while staying true to the company's editorial standards.
Even though the idea initially raised eyebrows, Dy Tioco says management eventually approved the false cover execution, with one condition.
“The management eventually allowed the false cover, provided that the upper half of the front page is maintained,” he says. “That has been the practice for brands to be able to enjoy a false cover execution.”
Since its debut, brands including FWD Insurance Philippines, Louis Vuitton and Smart Communications have used the false cover execution to connect with readers in a bold and creative way.
In the execution, the front page is wrapped with a branded cover designed to resemble the newspaper's front page, while the upper portion remains visible to preserve The STAR’s masthead.
Integrity and creativity
The false cover execution is one example of how The Philippine STAR continues to push the boundaries of creativity in print. While exploring new ideas, the publication has remained committed to the principles that define its journalism.
Every execution is designed to complement, not compromise, the newspaper's editorial content.
“We're always trying to push the envelope on how well we can do creative executions without compromising the editorial content of the paper,” says Dy Tioco.
That balance between innovation and integrity continues to shape how The STAR approaches print, proving that creativity is at its best when it earns readers' trust.