Campaign Strategy and Creative Direction for Chevron’s consumer crown jewel.
Havoline #EverydayDrivers
Challenge
Havoline ProDS had a new product to launch, and a big challenge. How does a little known motor oil brand compete for attention amongst brands spending millions of dollars sponsoring Nascar and Formula 1 drivers?
Idea
By sponsoring the most important drivers out there: Everyday Drivers. Regular people doing amazing things in and with their cars. We humanized the product, and its benefits, showing that protecting what matters goes beyond just engines.
Results
Over 5 million video views, a reach of 17 million eyeballs and an engaged community of a quarter of a million people in a year when sales of synthetic oil sales doubled for Havoline.
Anthem
Theron Humphrey, the creative genius behind This Wild Idea, was the perfect embodiment of what the product stood for. So we dropped a new engine in his old truck, filled it with Havoline ProDS, and sent him out on the road to find other Everyday Drivers. Theron documented each of their stories, which we turned into mini films that lived on both Havoline’s and Theron’s social channels, print ads, an anthem video, and our website.
Joy's #EverydayDriver Story
Jeremy's #EverydayDriver Story
The Orton's #EverydayDriver Story
Kaitlyn & Eric's #EverydayDriver Story
Karl's #EverydayDriver Story
Tyson's #EverydayDriver Story
Theron’s #EverydayDriver Story