Lowe Vietnam ad agency has put together a clever print campaign for 5giay.vn — the Vietnamese version of eBay and the country’s leading online classified website.
5giay.vn advertises products and services, ranging from mainstream and cheap to the rare and expensive.
Translated into English, 5 giây means “5 seconds”, referring to the company’s brand strategy of highlighting how effective and fast the service is in selling almost anything.
Playing on the old saying “one man’s garbage is another man’s gold,” the ads use the theme that someone’s “trash” can turn into another’s “treasure”.
The wording on the ad is all negatively charged for effect, saying things such as “Just ugly overall” and “good for nothing” –mirroring comments people might make about your item if you place it online.
It’s actually quite funny. For the vase featured in one of the ads, a comment asks “Is this a Chinese bowling pin?”
Not sure why the ads are printed in English while the 5giay.vn website is in Vietnamese, but all good. We love the ads.
Executive Creative Director: Carlos Camacho
Creative Director: Kumkum Fernando
Copywriters: Carlos Camacho, Maryzyle Galinato, Binh Vu
Art Directors: Kumkum Fernando, Uy Le, Nisal Attanayake
Account Director: Anh Vo
Photographer: Andy Lam
Typographer: Uy Le, Tan Phan
Here are full size images for easier reading. Very large files.