Raizen Design & Branding USED OIL POSTER by J. Walter Thompson Sao Paulo

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Industry Automotive products, services and accessories
Media Design & Branding
Market Brazil
Agency J. Walter Thompson Sao Paulo
Copywriter Christian Fontana
Photographer Regis Fernandez
Account Supervisor José Fernando Lopes, Felipe Elias Oliveira | Leandro Gregorio | Victor Conrado.
Released April 2012


One Show 2013
One Show Collateral / Promotional Items - Single or Campaign Merit

Credits & Description

Category: Posters
Advertiser: RAÍZEN
Product/Service: OIL CHANGE
Executive Creative Director/Creative Director: Roberto Fernandez (JWT)
Executive Creative Director/Creative Director: Ricardo John (JWT)
Copywriter: Christian Fontana (JWT)
Art Director/Illustration: Filipe Cuvero (JWT)
Illustration: Vinicius Montana (JWT)
Illustration: Rogério Puhl (Movie Art)
Art Buyer: Renata Sayao (JWT)
Art Buyer: Natana Ramos (JWT)
Photographer: Régis Fernandez (JWT)
Planner: Fernand Alphen (JWT)
Planner: Douglas Melo (JWT)
Graphic Producer: Flavio Colella (JWT)
Graphic Producer: Flávio Schaefer (JWT)
Graphic Producer: Maira Chinaglia (JWT)
Account Manager: Fernanda Antonelli (JWT)
Account Supervisor: José Lopes (JWT)
Account Supervisor: Felipe Elias Oliveira (JWT)
Account Supervisor: Leandro Gregorio (JWT)
Account Supervisor: Victor Conrado (JWT)
Media placement: Ambient - Shell Gas Stations - 23 April 2012
Describe the brief from the client
Make people aware that Shell reuses and recycles all of the used oil that is discarded during oil changes at their gas stations, thus strengthening brand image.
Describe the challenges and key objectives
No one knew that Shell recycles the used oil discarded at its gas stations. The challenge was to have a good educational and sufficiently impacting idea to reverse this situation of total lack of consumer awareness.
Describe how you arrived at the final design
There is nothing better for raising awareness to the fact that Shell reuses spent oil than to give them concrete proof of this. Once the consumer has the oil change, the oil taken out of the car was taken to a silk screen machine and then used as ink for creating an exclusive poster. There were 6 car-themed models of posters from which the consumer could choose one to take home. Since oil is monochrome, we worked with high contrast images. To this end, we used coloured paper of a colour pallet with personality.
Give some indication of how successful the outcome was in the market
The initiative was a success. Shell was so pleased with the results that it wants to replicate the action to other countries (it's a simple and cost-effective idea to implement). We raised awareness to a fact to which consumers had no clue (people did not know that Shell reused and recycled all of the discarded oil at their gas stations). Despite not being the focus of the initiative, oil change at Shell stations increased by 20% during the period of its implementation.