BOB DAVIES
 
em_logo_4.png
 
EM_1500x844px_V4.jpg

CHALLENGE

Exxon & Mobil was responsible for one of the most devastating oil spills ever.

Now they want to be on Facebook.

Opinions are like you-know-what’s... ...and drive every action in social. Exxon & Mobil needed a way into Facebook that gave them a fighting chance. If the focus could shift from the corporation to the consumer, we may be able to siphon off some of the fuel that would flame traditionally branded posts.

So what links Exxon & Mobil with their customers? Turns out the answer isn’t what links them, but where. Retail locations - gas stations - represent more than a place to fill the tank. They represent a beacon of hope to make your journey better. We pull into them to take a break, plan our route, load up on snacks and (last but not least) pee.

 
 
 
 
 
0002_em_support_image_1500x844px_2.jpg

EXECUTION

The feed would be a place where people go to mentally recharge.

A metaphoric filling station that ultimately gets people refueled and back up and running.

To prepare for National Day of Encouragement (Monday, 9/12), we provided our fans road trip themed cards to share with their favorite co-pilot.

NDOE_POST_SHORT_V1.jpg
 
 

With football season in full effect, you could wind up spending hours in pre and post-game traffic. We’re refueling the journey to the game with these football themed car games.

FOOTBALL_CAR_POST_SHORT_V1.jpg

Road trips are easy to imagine in the summer, but what about the Fall? We shined the spotlight on some unexpected places to relax and recharge during the long drive.

MMG_POOLS_POST_SHORT_V2.jpg

Everyone loves a good scare, especially around Halloween. We’re taking haunted houses to the next level with these real-life roads that have inspired local folklore.

MMG_HAUNTED_POST_SHORT_V2.jpg

With a nod to the 2016 Olympic Games in Rio, Animal Athletes helped people refuel by giving them a dose of awww-inspiring animal clips.

ANIMAL_ATHLETES_POST_SHORT_V1.jpg

SUMMARY

Perception means a lot, especially in social.

Honing a sharp strategy was critical in laying the creative groundwork for a brand struggling with a sorted past and shaky present.

 

Client

Exxon & Mobil

 

Creative Directors

Bob Davies

Matt Christiansen

 

Art Direction

Hunter Warren

Bob Davies

 

Design

Hunter Warren

Bob Davies

 

Copywriting

Rachael Stirling

Matt Christiansen

 

Associate Planning Director - Digital/Social

Tamara Gardellis

 
BC_ILLUSTRATIONS_lines_V3.png