The Ultra Art | Latest Work

Does anyone pay attention to motor oil ads these days?

30% increase in viscosity, 58% better resistance to oil degradation, 56% better wear protection, 77% superior piston deposit protection, 60% lower friction, PurePlus…

The way they rely on dry data and industry jargon, it’s no wonder consumers find them hard to understand and uninspired. However, they represent the data-driven technology in motor oils which contributes to the ultimate engine performance of our vehicles.

Though the exploration to technical perfection is a long haul, Shell Helix that provides high quality motor oils for worldwide customers rises to the challenge in brand communication in the decentralized digital world. But how to intrigue the data-frustrated audience to appreciate Shell Helix’s product advantage?

Inspired by China’s vast natural landscapes and diverse culture, we drove to four extreme locations, the coldest, the ultra-high heat, the ultra-humid and the ultra-high altitude, to present Shell Helix’s features in four unique artistic ways while highlighting local art and cultures.

At Hulunbuir, the coldest area of China, Shell Helix Ultra is fast-flowing even in ultra-cold conditions. We demonstrated this feature with two ice tree sculptures created by a local artist.

Then we headed to the Flaming Mountains. Inspired by the weapon of Monkey King, leading character in The Journey to The West, we designed a ‘Golden Stick’ installation art piece. By subjecting it to ultra-high heat, we presented the product’s stability.

And finally at the Tibetan Plateau, we helped a local nomad family move and restore their traditional art home. By being at such an ultra-high altitude area, we witnessed how Shell Helix Ultra maintained the engine’s power.

By correlating extreme environments with Shell Helix’s ultra product while showcasing local art and culture, we made technology artistic, content attractive, and complicated jargon intuitive.

The result? An ultra-interesting motor oil ad - and a new way to make art ultra-valuable.

The Ultra Art

Brand

Shell Helix

Creative Agency

DENTSU CREATIVE

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