Challenge

To raise the profile of BP Castrol as a leading & innovative energy company that adds value to OEMs and today’s drivers while communicating the benefits of three innovative product stories: Nexcel, BP Ultimate with Active Technology & the Global Launch of Castrol Bio-Lubes.

Insight

With a limited budget and increased restrictions on structural elements we needed to get creative with the space. 

Solution

The space was divided into three, denoted by branded totems. We decided to use the enclosure walls as our story canvas, allowing us the freedom to create an interactive exhibition using BP Castrol owned assets including; A split engine BP Active Fuels car, a Nexcel fitted Aston Martin Vulcan, a de-constructed engine and an interactive Nexcel story-telling unit.

The Nexcel oil-change unit was a ground-breaking innovation, so it needed to be showcased in an equally clever way!

To bring the simplicity of the product to life we produced an intuitive, interactive story-telling device that used the actual Nexcel product as a trigger. Once the unit was placed on the station, it activated a piece of interactive content that talked through the breakthroughs and benefits the product. 

The aesthetic needed to be effortless and clean to get across the environmental and time saving benefits of the product, so we created the ‘white world’, a place of pure simplicity that allowed us to tell the story without detracting from the core message.

Role

Creative Lead – Guiding 2D & 3D designers to create the experience space, while working with external suppliers and the client to produce the film.