CARSOME CHINESE NEW YEAR: CRAZY (THE STAR)

TitleCARSOME CHINESE NEW YEAR: CRAZY (THE STAR)
BrandCARSOME
Product / ServiceCARSOME
CategoryA03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantVMLY&R COMMERCE MALAYSIA Kuala Lumpur, MALAYSIA
Idea Creation VMLY&R COMMERCE MALAYSIA Kuala Lumpur, MALAYSIA
Idea Creation 2 VMLY&R COMMERCE MALAYSIA Kuala Lumpur, MALAYSIA
Production VMLY&R COMMERCE MALAYSIA Kuala Lumpur, MALAYSIA
Production 2 VMLY&R COMMERCE MALAYSIA Kuala Lumpur, MALAYSIA

Credits

Name Company Position
Cavan Ang VMLY&R Commerce Copywriter
KC Aui VMLY&R Commerce Executive Creative Director
Woei Hern Chan VMLY&R Commerce Executive Creative Director
Zahir Mazlan VMLY&R Commerce Creative Lead
Wayne Wang VMLY&R Commerce Art Director

Cultural / Context information for the jury

Buying new things is something very important during Lunar New Year. Gifting new things to loved ones as a token of appreciation is almost a duty. The bigger and more expensive the gift, the better. It’s also the season where car makers close the highest car sales. Gifting a second-hand car is almost unthinkable. What if a pre-loved car is as valuable gift as a brand new one? To get people to do the unthinkable, we did the unthinkable, by telling them to ‘offend’ their loved ones this Lunar New Year. What starts out as a ‘rude’ headline, becomes a love letter to reflect on the love and sacrifices that they’ve given us throughout our lives. In essence, maybe we are all ‘pre-loved’ as well. The campaign was also executed in a ‘pre-loved’ media format as well instead of the usual brand films, in the form of newspaper ads.