CARSOME CHINESE NEW YEAR: YOU'RE FIRED (SIN CHEW1)

TitleCARSOME CHINESE NEW YEAR: YOU'RE FIRED (SIN CHEW1)
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
Zahir Mazlan VMLY&R Commerce Creative Lead/Copywriter
Cavan Ang VMLY&R Commerce Copywriter
Wayne Wang VMLY&R Commerce Art Director
KC Aui VMLY&R Commerce Executive Creative Director
Woei Hern Chan VMLY&R Commerce Executive Creative Director
Mei Yee Yong VMLY&R Commerce Copywriter

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.

Translation. Provide a full English translation of any text.

Mommy, I'm going to fire you! Moms weren’t always moms. They were once travelers. Entrepreneurs. Dreamers. Then you came along. For you, she gave up all her titles, And the hours she put into her passions were given oh-so-generously to you. Perhaps, it’s time to show our gratitude, and to repay her endless by appreciating the true meaning of prosperity - our loved ones. Like getting mommy her dream car. Let her could step back from the front line, No longer just stick to the position as a mother. Let her regain herself, regain her dreams, Let her fill her passion up with the spacious boot, Reactivate her unfinished adventure and gallop free again. This Chinese New Year Carsome is giving Ong-tastic deals for you to buy a car for your loved ones, send your endless love and blessings, and join hands to embark on a beautiful CNY journey of happiness. (So we can go on a beautiful journey of appreciating the true meaning of prosperity together.) Happy Carsome New Year.