Title | CARSOME CHINESE NEW YEAR: CRAZY (THE STAR) |
Brand | CARSOME |
Product / Service | CARSOME |
Category | A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Entrant | VMLY&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 |
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 |
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.