Raizen Design & Branding USED OIL STAMP 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 Felipe Elias Oliveira | Leandro Gregorio | Victor Conrado.
Released April 2012

Credits & Description

Category: Promotional Item Design
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: Rogerio Puhl (Movie/Art)
Photographer: Regis Fernandez (JWT)
Art Buyer: Renata Sayão (JWT)
Art Buyer: Natana Ramos (JWT)
Account Manager: Fernanda Antonelli (JWT)
Account Manager: Jose Lopes (JWT)
Account Supervisor: Felipe Elias Oliveira (JWT)
Account Supervisor: Leandro Gregorio (JWT)
Account Supervisor: Victor Conrado (JWT)
Planner: Fernand Alphen (JWT)
Planner: Douglas Melo (JWT)
Graphic Producer: Flavio Schaefer (JWT)
Graphic Producer: Flavio Colella (JWT)
Graphic Producer: Maira Chinaglia (JWT)
Media placement: Ambient - Shell Gas Stations - 20 April 2012

Describe the brief from the client
Raise awareness to the fact that Shell reuses and recycles all oil discarded after oil changes at its gas stations, thus strengthening brand image.

Describe the challenges and key objectives
No one knew that Shell recycles oil discarded at its gas stations. The challenge was to have an educational and sufficiently impacting idea to reverse a situation that was totally unknown by consumers.

Describe how you arrived at the final design
Nothing better to raise people’s awareness about something they don't know than to give them concrete proof. With the used oil rubber stamp, people who are opinion formers (journalists and bloggers) received physical evidence that Shell recycles oil that is discarded at its gas stations, and were able to spread the new finding.

Give some indication of how successful the outcome was in the market
70% of the journalists and bloggers who received the stamp posted something regarding the subject on the internet. Along with the other ideas of the integrated campaign, we raised awareness to a fact to which consumers had no clue (people did not know that Shell reuses and recycles all oil that is discarded at its gas stations). Despite not being the focus of the initiative, oil changes in Shell stations increased by 20% during the period of its implementation.