Castrol USA

Ellen Brown - Regional Mktg. Rsch. Director
Des Johnson - Regional Mktg. Director
Vicki Kipling - Global Mktg. Comm. Director
Veronica Mendoza - Brand Manager

Ogilvy & Mather *Lead Agency

Kurt Lundberg - Sr. Partner
Vicky Aloneftis - Planning Director
Melanie Baublis - Executive Producer
Al DeDona - Acct. Director
Andreas Hoff - Art Director
Lukas Lund - Art Director

Mindshare

Momentum behind Castrol EDGE had stalled. To jump start growth, it was reformulated to include a new ingredient: Titanium FST. But our target are not gear heads. They simply love driving and acknowledge that motor oil is an important means to that end. Although they found the idea of titanium appealing, they couldn't really understand the message rationally. We used the visual language of video games and fantasy movies plus an overlooked claim to get them to embrace Castrol EDGE as the best oil to meet their driving needs.