Product / ServiceBUICK ENCORE
CategoryA02. Computer Graphics/Visual Effects
EntrantLOWE CHINA Shanghai, CHINA
Entrant Company LOWE CHINA Shanghai, CHINA
Advertising Agency LOWE CHINA Shanghai, CHINA
Production Company A NEW LIFE FILMS Shanghai, CHINA


Name Position
Norman Tan Chief Creative Officer
Qiang Zeng Creative Director
Cherry Wang Copywriter
Hans Han/Zhenjiang Chen Art Director
Connie Chua Agency Producer
Cherry Zhang/Power Zhang/ Account Supervisor
Daniel Ben Director
Marc Soria/Chen Zhao Jun/Luke Jang Of Locus Editor
Locus/Korea Post Production
Nicole Zhong/Emily Gong Account Manager
Juan Miguel Hidalgo Cinematographer

Brief Explanation

A follow up campaign of the Buick Encore “Go Young, Go SUV”. While the launch established Encore’s positioning and attitude, the second phase focused on transforming preference to action. One of the characters of the post ‘80s is complacency. The follow up campaign excites action with the support of the SUV’s engine, power and features. Aiming at increasing their pulse and pounding of the heart, the strong visual images of dissecting the car, having the turbo engine jumping out, etc. and special effects awakens the senses of our young target audience. Don’t just sit there, Go on, Go out, take the car out for a run! Go Young, Go SUV.

Creative Execution

People 20~35 are the biggest potential SUV buyers, as their first car. Born after 1980, this is the first affluent generation in China but are also the most misunderstood and mislabeled generation, as being irresponsible and rebellious. They are now coming of age and entering the next phase in their lives. We would like them to speak for themselves. 2 days after campaign launch, “Baidu Internet Topical Index” of Buick Encore increased 1,714%. Over 15,000 weibo mentions poured in from different social media sites. All dialogues end in the proud conclusion as in the films: “I am, 198X” In actual sales, by December 31, 2012, 18,000 Encores were delivered, with 50,000 orders placed and more than 70,000 orders on the waiting list.