Creative commerce perfectly packaged

Many agencies claim to reimagine how people and businesses connect, but MRM Detroit proved it with their Cresta Award winning piece for CarBravo, picking up Silver in our new Creative Commerce category.

Barbie was EVERYWHERE in the summer of 2023, but popularity came with a price: used toy Barbie Dream Cars were selling for insanely inflated prices, often 10+ times the normal value.

"[CarBravo] is all about fair and honest prices for cars of all types, whether they’re pink and plastic or, real size, for us humans. We thought there was a way we could go in there and kind of help save the day!" says MRM’s CCO Jeff Cruz. 

So, with a modest budget and the green light from Mattel, they bought a full fleet of overpriced used Barbie cars and listed them on a commerce site designed to mirror the real CarBravo.com. Customers could search, filter and buy used toy cars at fair and honest prices. Just like the real full-sized used vehicles. Custom QR codes in the toy car packaging connected every used toy Dream car to listings of similar real-life vehicles on CarBravo.com. The result? The best sales month ever for the client.

CarBravo have been with MRM Detroit since from the beginning, and this idea felt like another logical extension of the CarBravo experience. “It seemed like something that fit perfectly for the brand, it just felt right” says Creative Director, David Bierman. “We have a super brave client who's willing to take risks and likes to do stuff that is fun and different”.

"To win in the creative commerce category for automotive, that's a huge win for MRM Detroit full stop" says Jeff.

Creative Commerce was a new category for last year. Have you got a new category for us to consider? Send your ideas to us at info@cresta-awards.com

View the full campaign here.