| Brand | BP/CASTROL |
| Product/Service | BP VISCO ENGINE OIL |
| Entrant | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
| Category | Best use of Ambient Advertising: Small Scale |
| Entrant Company: | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
| Advertising Agency: | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
Credits |
| Executive Creative Director | Till Hohmann |
| Creative Director | Robin Smith |
| Copywriter | James Bisset |
| Advertiser's Supervisor | Natarajan Jayakumar |
| Account Manager | Mark Jordan/Melanie Furtado |
| Account Supervisor | Richard Woodward |
| Producer | Gregory Richman/Sukesh Babu |
| Art Director | Gary Rolf |
| Other Credits | Mark Cruzem/Designer |
Execution
BP Visco has a unique proposition; It keeps your vehicle’s engine up to 30% cleaner than ordinary lubricants. We wanted to highlight this message in an unusual ambient piece that directly targets all UAE motorists and achieves standout from the many other brands.
With the UAE covered in desert, cars get dirty in no time. We created a large stencil, allowing us to brush clean the silhouette of an engine and our message on to dusty vehicles.
The stenciled engine graphic and tagline were cleaned in to the bonnets of dusty cars, directly above the engine. These ambient canvases were parked prominently in high footfall areas all over Dubai; including busy office, beach, mall and residential car parks. They were also parked outside petrol and service stations.