Contenders at Cannes 2023: Buick – Nail Clippers | Ogilvy Shanghai

Leading up to Cannes Lions, we showcase creative campaigns submitted from across the Asia Pacific.

Campaign Background

Ogilvy Shanghai

Buick, previously known in China as the “old people’s car”, underwent a much-needed brand makeover to appeal to younger drivers and transition to an all-electric future.

However, fans pointed out that the new logo looked like a set of nail clippers, turning a challenging situation into a nightmare.

Rather than apologizing, Buick listened to fans’ feedback and introduced Buick Nail Clippers as a limited-edition collectible inspired by their critiques, turning negative comments into a real-time engagement.

This bold move showed Buick’s willingness to embrace criticism as social currency to connect with younger audiences, sparking conversation across all social platforms in China.

The Work

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