VMLY&R COMMERCE
Carsome
Automobile
Carsome is a platform that buys and sells used cars but 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 more you show your love. It’s also the season when car makers close the highest car sales, gifting a second-hand car is almost unthinkable.
We had to sell the idea that a pre-loved car is just as valuable of a gift as a brand-new one. So, to capture the attention of our audience we made love letters for our closest loved ones. The catch? all our letters started with a huge rude headline. All the love letters start off as harsh callouts but as you progress it becomes a love letter to reflect on the love and sacrifices they’ve given us throughout our lives. In essence, maybe we are all ‘pre-loved” as well. The campaign was also executed in a preloved” media format, instead of the usual brand films, we did it in the form of newspaper ads.
Creative Agency: VMLY&R COMMERCE Malaysia
Regional Executive Creative Director: Chan Woei Hern
Executive Creative Director: KC Aui
Creative Group Head: Zahir Mazlan
Senior Art Director: Wayne Wang
Art Director: Yong Jow Liie
Designer: Mango Yau
English Copywriter: Cavan Ang
Chinese Copywriter: Yong Mei Yee
Producer: Vincent Tja
Account Management: Siu Ling Khoo , Cayman Yong
