UPDATE: Proud of this one being chosen by AdWeek as the 2014 Media Plan of the Year.
One of the greatest things you can do as a Creative Technology force within an agency is to be able to help shape a new experience. Something nobody has done before, or attempted to do maybe on a nice scale. The opportunity to marry technology know-how with strategic, creative excellence is what you live for.
Pennzoil wanted to launch a new product and gain the attention of younger, more technically savvy audience with a new take on Motor Oil. It’s Motor Oil Reimagined, and what better way to reimagine a product launch than to take a decades old brand and place them squarely in the middle of the most innovative place on earth, SXSW. Not only that, but tell the story of their new Synthetic Motor Oil, born from gas and developed using all new technology… all the while being relevant and exciting.
The answer of course, is Mario Karting… reimagined!
The fun part for me was being a part of a great spontaneous conversation that could easily be walked from brilliant idea, to technically feasible, to fully fleshed out project that was able to be sold and put together in the most inspirationally tight timeline possible. I was able to create a technical roadmap, identify & vet technologies, and work with several different teams to help put together a solution that was an amazing experience for all involved. All this in addition to leading the team that provided a fantastic job of supporting the launch and Mario Kart experience with a tightly integrated, multi-platform, responsive website that successfully leveraged the look and feel of both Pennzoil Platinum and Nintendo’s Mario Kart 8 while living inside the current Pennzoil design. Once again, my team crushed it and I couldn’t be happier.