2021 Winner

In the first half of 2021, Porsche Canada focused on promoting its Taycan vehicle. It wanted to appeal to the Chinese audience, but decided that, instead of adapting the mainstream Taycan 2021 creative as is, it would create a new one with a Lunar New Year twist. The Taycan attracts Chinese sports and luxury car enthusiasts who are driven by power and prestige. Koo Multicultural reimagined the mainstream Taycan ads into LNY creative that highlighted Taycon’s unique features, like the horizontal tail light of the vehicle that looks like the Chinese word “one,” which is significant in the Chinese language as it has many proverbs that start with the word “one.” The agency used the tail light of Taycan as “one” to form two auspicious LNY proverbs: “The One Leading All the Way” to highlight Taycan’s power and “The One Outshining the Others” to highlight the vehicle’s handling. By incorporating the tail light as part of the proverbs, it symbolized that Taycan was the one that could help a person lead or outshine others in the new year.

Credits

Creative Director - Elsa Lai, Tom Ng
Account and Media Team - Dora Gu, Terrence Ho, Carmen Luo