2020/2021 Winners & Shortlists

Cultural / Context information for the jury

When you think of cars, a few elements come to mind: The brand. The look, the feel. The experience. The engine and horsepower. Even fuel the consumption. But what never comes to mind, is the engine oil you use. (85% of drivers don't know the oil brand they are using) And actually, why would it. Car ads don’t show the engine oil. The adventures you capture with your phone show the car without the oil. And when you sit in your car, you don’t think about what oil is running my engine. Whilst there was no shortage of ways to increase awareness for our product, none of them were really taking the product out of the realm of claims into a personal relationship. So we gave ourselves a challenge. How can people see the engine oil behind every car, every experience, every adventure, every driver.

Tell the jury about the illustration.

A working blend was achieved, by taking used car oil and adding oil paint to it as a medium. Turpentine was added as a solvent (to help oxidation and the drying process of the canvas), along with linseed oil to get the required viscosity. The variation on the proportions used affected the texture of the mix and assisted with the layering affect characteristic of oil painting. Oil painting takes time to dry. We took advantage of this to add layers of color, movement and depth, bringing drama to the driving experience of the drivers. In the point of sale, we recreated a gallery-like experience by showcasing the posters and adding a small plaque with title, year, author (Magnatec) and technique.