There is big news in the air for Q8. After more than twenty years, the oil company decides to say goodbye to the icon that has characterised it this whole time, the sailing boat, and focus on something new.
In a category where the differences between competitors are not so pronounced, and where, therefore, the consumer finds it difficult to choose where to refuel, what can Q8 promise?
The idea of the new campaign from Havas Milan is to highlight the moment of a fuel break: a stop at a Q8 station is a pause in which, in addition to refuelling your car, you can recharge yourself. It is a ‘personal refueling.’
Q8 can back up this claim of ‘personal refueling’ because it has implemented a series of changes aimed at improving the supply of expertise: advanced service stations, digital payment systems, advanced fuels, a loyalty program providing large and ever-changing benefits. Q8 becomes 'the place where the journey becomes lighter.'
This concept translates creatively in a new ad: each car, after stopping at a Q8 petrol station, is transformed into something different in the form of a hot air balloon that travels lightly through the skies of a city.
Balloons have different forms, related to the destination of each trip and bringing amazing color the urban context.
The choice of these visuals allows the campaign to promote Q8’s different products and services, showcasing their performance fuels, loyalty programs and special initiatives to promote proper environmental impact.
The campaign was created by Havas Milan, with executive creative director John Leek, creative directors Anthony Campolo (art) and Luigi Fattore (copy). The film was produced by BlowUpFilm and directed by Fernando Livschitz.
The campaign, with media planning by Havas Media, is on air from March 25th and will be developed in an integrated manner on different touch points: TV, billboards, point of sale, digital, social, print and radio.
Production Company: BlowUpFilm
Executive Producer: Desiree Castelli Maestro
Director: Fernando Livschitz
DOP: Pancho Alcaine (Rome), Mariano Monti (Buenos Aires)
Producer: Eva Charpentier