Havoline
In order to re-invigorate the 90 year old brand, we had to find a way to connect with the people that make decisions about what motor oil they put in their cars. We didn't have the budgets to compete with Pennzoil or Mobil 1.
What we found was that everyday drivers were making motor oil purchase decisions. So rather than sponsoring nascar drivers with huge contracts, we would sponsor real people, the #EverydayDriver. We became The Proud Sponsor of #EverydayDrivers.
While leading brand strategy/planning at VML New York I led the strategy and authored the creative brief for this campaign. I worked closely with our creative team, Shiloh Gray and Laurie Hollar, who wrote and produced this campaign. We worked with Instagram photographer, Theron Humphrey of @ThisWildIdea, who produced the content.