2020/2021 Winners & Shortlists

CASTROL MAGNATEC OIL PAINTINGS

BrandCASTROL
Product/ServiceCASTROL MAGNATEC
EntrantVMLY&R COMMERCE MENA Dubai, UNITED ARAB EMIRATES
CategoryDurable Consumer Goods including Automotive
Idea Creation VMLY&R COMMERCE MENA Dubai, UNITED ARAB EMIRATES
Production MARKETING & ADVERTISING SUPPORT SERVICES Dubai, UNITED ARAB EMIRATES

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.

Is your poster / billboard larger or smaller than a 6 sheet poster (1200 x 1800mm)?

No.

Credits

Name Company Role
Nick Walsh Geometry VMLY&R COMMERCE Account Director
Till Hohmann VMLY&R COMMERCE EMEA Chief Creative Officer
Julian Hernandez Geometry VMLY&R COMMERCE Executive Creative Director
Adrian Mutescu Geometry VMLY&R COMMERCE Strategy Director
Maha ElHawari Geometry VMLY&R COMMERCE Account Management
Mauricio Sanaiote Geometry VMLY&R COMMERCE Creative Director
Tom Norton Geometry VMLY&R COMMERCE Head of Copy
Tony Crampton flatout.hk Artist / Illustrator
Ryan Gonsalves ThinkLab Communications Director / Cinematographer