ABOUT

BACKGROUND
Castrol is launching a new ‘bio’ variant of the Castrol EDGE and Castrol MAGNATEC brands that includes 25% of oil derived from plant sources.
Whilst this is not the first launch of a bio-derived oil, it is the first by a global major company. Castrol’s clever engineering and cutting edge technology have made it possible to take plant oil (and its natural lubricating qualities) in combination with traditional fossil-based oils to create a bio-lubricant that protects as well as standard Castrol EDGE or MAGNATEC.

STRATEGY
To create awareness and demand for Castrol EDGE and Castrol MAGNATEC Bio-Synthetic oils among the ‘Engaged Green’ audience in pilots markets (US, Australia and China). We devised the proposition of “Plants being the future of engine protection”. They can be surprisingly powerful yet protective at the same time.

SOLUTION
Using a full alphabet created with sugar cane leaves and stems, unexpected words were written to reflect the direct link between the automotive and plant based worlds. A film spot similarly showed the tension between these two worlds by depicting a car journeying through a leaf to directly highlight the Pioneering with Plants proposition.