Give meaning to a new brand
After establishing the fundamentals of their identity, the oil brand Champion wanted to expand the brand message by offering a fresh and intriguing perspective to their brand promise “Release the full potential”.
The brand territory has always been one of passion, rather than reason. It is an expression of their vision that Champion lubricants don’t just enhance engine performance, they also boost an individual’s performance.
Champion gives you the confidence that no matter how demanding the situation, you have the ability to push your limits and perform beyond the ordinary. It’s the partner who takes you to places you would feel to go to. Champion lubricants deliver peak performance in the most challenging conditions, enabling both the engine, and driver, to fulfil their true potential.
To translate this direction into a visual language, we decided to illustrate these challenging situations where the reliability and performance of every drop of oil is crucial, and opted for the most extreme and spectacular roads of Europe. These roads visually convey and perfectly demonstrate that Champion is the best oil in every situation.
The Stelvio Pass in Italy, the Trollstigen in Norway, the St. Gotthard Pass and Col de la Bonnette in France were selected and photographed. The result is a series of striking and powerful images that reinforce and empower the brand promise across all media and help establish an emotional connection with their consumer.