Of all the comments and PR around the campaign, this one tops them all:
The Carmax sticker that goes on all their cars is a very distinct brand element that, well, consumers actually hate. So we decided to give a new meaning for it, because at the end if it matters to you, it matters to Carmax. So we are replacing the logo sticker with a sticker that means something to you. From youth sports, animal welfare to city pride and a lot more. When you choose your sticker, Carmax will donate for a non-profit represented by that sticker.
