There was a need to restore the unique status of each of Castrol's three global car engine oil brands. Castrol GTX, MAGNATEC and EDGE suit diverse groups of motorists - the differences between the brands needed highlighting in a clear way that anyone, anywhere could understand.

The continuous coil of oil is used to demonstrate Castrol GTX's brand proposition – Superior sludge protection helps extend engine life.

We created three distinct brand worlds that would be seen at every point that the customer encounters the brands, from packaging to advertising and digital applications.

Building on the acclaimed 'Liquid Engineering' advertising campaign, our three ‘Oil in Action’ films bring to life the individual properties and behaviour of each of the three oils. They demonstrate how each works in the engine and illustrate the different results they achieve. The engine is represented through abstract metal shapes and the very different behaviour of the oils depicts the different brand propositions:

Castrol GTX – Superior sludge protection helps extend engine life.

MAGNATEC – Clinging molecules protect your engine from the start.

EDGE – Titanium fluid strength technology for maximum performance.