Havoline Global Brand
Executive Creative Director - shanealderton@outlook.com
INSIGHT
Today's younger drivers aren't the "car guys" of old. To them the car is a means to an end. A tool to get from place to place, accomplish tasks and collect experiences. Performance isn't a selling point, it's all about prolonged life.
IDEA
The technology in Havoline's new motor oils will actually help extend the life of your car. Our challenge was developing a creative platform that connected that wear protection to the things that mattered most to today's driver.
When you boil it down, you want your car and all of the experiences it makes possible to do one simple thing...Keep Going.
The Keep Going campaign was developed as a global toolkit with assets, messaging and photography developed for easy adoption. The KEEP___GOING format translated universally in meaning, if not from a strictly syntax perspective, so we partnered with localization resources to trans-create the concept to be most impactful in each region.
