CLIENT
BP America Inc.
Ann Hand - SVP, Global Brand & Innovation
Richard Barker - Director, Global Advt.
Kris Kaligian - Advt. & Comm. Mgr.
Kathy Seegebrecht - Retail Brand & Comm. Manager
AGENCY
David Fowler - Sr. Partner, WW Creative Director
John Gass - Sr. Partner, Group Acct. Director
David Hernandez - Sr. Partner, Executive Creative Dir.
Ryan Ingram - Copywriter
Jim Marcus - Interactive Creative Director
Don Miller - Art Director
Millward Brown
Mekanism
Mindshare
SUMMARY
BP's Helios Power was a true 360 campaign that challenged all industry conventions. Candid messages, animated characters, unexpected placements, selfless deeds all transcended the industry stereotypes and collectively proved that BP was a station well worth a second look and even a left turn. BP's voice was warm, humble, and the message was motivating. Consumer preference rose. Station owners' pride grew. And BP saw that in an industry with such low expectations, "a little better" truly could go a long way.
