Lead a trucking industry that's reluctant to change in the switch to a lower-viscosity oil.
Fleets have used the same oil for 40 years and are skeptical about how this newer oil will affect their engines.
Drive home the importance of the move to lower viscosity oils through the metaphor of literally moving to a fictional trucking haven.
A hyper-real 3D animated journey to Lower Visco City tells the story of the benefits of modern oil. The campaign leans on simple and memorable word play to help initiate a conversation between sales reps and fleet owners about how moving to lower viscosity oil can improve their operations.