Carousell launches its first brand campaign with ‘Everyone Wins’
Singapore-based pre-owned goods marketplace Carousell has launched its first campaign called ‘Everyone Wins’. Created by 72andSunny Singapore who won the business earlier this year, the campaign speaks of how the transactions on the site result in not just a sale, but a friendship between buyer and seller.
The campaign launched in Singapore and the Philippines and is scheduled to roll out in Hong Kong, Malaysia and other markets over the next few months.
‘Everyone Wins’ comes shortly after Carousell unveiled a new logo and brand positioning created by Superunion. Apart from the films, the integrated campaign will include OOH, digital and social and aims at delivering hyper-contextualised messages.
Speaking about the inspiration driving the work, Carousell co-founder and CEO Siu Rui Quek said: “We’ve always believed that each of our 70 million transactions goes beyond dollars and cents. Our mission is to inspire every person in the world to start selling, so as to create opportunities for anyone to unlock possibilities with their unused items.
“Our new tagline, ‘Everyone Wins’, speaks to what Carousell is all about, and what makes us unique. In today’s world of a shared democratised economy, we hope to inspire a different way for people to sell and buy with one another.”
Carousell brand lead Cassandra Leong added: “Inspired by user stories from our platform, our brand campaign showcases more than just celebrating successful transactions – it begins with individuals starting out with their own goals and finding a way to use Carousell to make it work for their circumstances.
“As the only mobile classifieds platform that enables peer-to-peer communications, we’ve created a series that shows the possibilities that Carousell can unlock for our users.”
72andSunny creative director Daniel Ko added: “We’re passionate about growing the next generation of Asian giants. Carousell is a modern progressive brand, and we’re proud of this work born out of a truly collaborative partnership.”
Credits:
Client: Carousell
Creative agency: 72andSunny Singapore
Film production: Rolla
Photography production: The Republic Studios
Media agency: Vizeum Singapore
Awful.
ReplyI was looking at the creative director’s career progression before they got to this agency.
This work makes perfect sense to me.
ReplyThis is the first time Ive seen English subtitles on an English
VO.
Radical brand flexing…was it the planner’s idea?
ReplyMaybe it’s time you get up to speed with digital — designing for a soundless environment is de facto these days!
Reply“Maybe it’s time you get up to speed with digital — designing for a soundless environment is de facto these days!”
Given the onscreen action, it looks designed for a brainless environment as well. You would think someone would think of stripping the subs for a PR release.
ReplySlammed for their work for Grab on FB and now this. Is it really done by 72&Sunny? Feels like an old JWT.
Replyi believe the head of planning was from jwt
ReplyNot a criticism but an observation: almost all ads made for Singapore feel and look the same. It’s such a pity. Strip away the logo and the app and it could be a Starhub or an MCYS ad. The idea though not fresh, works for Carousell. But would it differentiate the brand from everyone else?
Reply…charm in the idea but the execution is poor. 1 minute videos, why? Clunky VO. Latherings of Singapore advertising sentimental cheese. No distinctive look and feel as ‘O’ says.
ReplyWhen you start with poor strategy you get this kind of cringey
nonsense. Not funny, or charming or insightful…
Isn’t this the basic premise of ANY online marketplace?
Someone wants to get rid of something, someone wants it.
All this would be tolerable if they didn’t talk so big all the time.
This is NOT the California branch, not by a long shot.
Such hammy acting and forced youthfulness in the dialog too….the shoes fit…and it got lit….OMG, please stop!
ReplyWallpaper creative. Definitely has nothing to do with the California team.
Why don’t they show the real experience of exchanging in the MRT with a dodgy person thats 30min late
ReplyKeep things simple and memorable for your audience – we are simple and cheap. Shopee’s Ronaldo special will be forever remembered. I’ve already forgotten about this 2 videos.
ReplyTed: Ronald’s spot is sure memorable (great job media buyers) but it doesn’t convert. Is it then a good ad?
ReplyShame on us. I mean, you.
ReplyWow. This is….wow. And, while we’re at it, who the hell buys their first pair of sneakers in their 20s?!
ReplyHave your say