RSM Year of Blue Horse

Across years with Renault Samsung Motors, the brief under every project was the same: make an established car brand feel younger, cooler, and genuinely present online — not a single product ad, but a sustained rebuild of a brand's digital presence, campaign by campaign. Creative direction for a Lunar New Year campaign. 2014 was the Year of the Horse, and Koreans traditionally check their fortunes as the year turns — so we met them exactly there. MAGINUSUL was a fortune-telling microsite that wrapped the brand's horse-year purchase benefits inside genuinely fun, optimistic New Year readings. Seasonal ritual, turned into media. Agency: Welcomm Publicis Worldwide Production: Distortion January 2014