THE OFFICIAL MOTOR OIL OF ROAD TRIPS
In the spring of 2020, the world shut down as a result of a world wide pandemic. To our surprise, people chose to rediscover the road in lieu of a crowded flight to traverse the US. This prompted our team to reposition ourselves as the official motor oil of road trips, specifically during these peak driving seasons. We developed branding, partnered with a team of influencers, and inspired many more to hit the road, with Mobil 1. In addition to branding and campaign direction, the logo and brand took on a second life with a year two and I even got to see my OMORT logo design on a real life Nascar!
OMORT CAMPAIGN
Overview:
In a world stuck indoors, we reminded people that the road was still open—and Mobil 1 was built to take them there.
Challenge:
With air travel down and restlessness high, Mobil 1 saw an opportunity to reposition itself as a symbol of freedom and exploration.
Big Idea:
Declare Mobil 1 the Official Motor Oil of Road Trips—OMORT—and create a movement around hitting the open road.
Execution:
We launched road trip playlists, influencer road logs, content series, and paid media designed to inspire and equip travelers to get back behind the wheel.
Impact:
OMORT became a rallying cry for wanderers and weekend warriors—blending lifestyle, utility, and brand love in a time when people needed a reason to move.
EXPERIENTIAL
A road trip isn’t complete without a pit stop or two. We pitched the idea of a Mobil 1 pitstop, designed exclusively for AutoZone where drivers could explore the shop, pick up a refresher, shop the OMORT shop, and if needed top off their motor oil with Mobil 1, to keep their engine running without a hitch. This experiential activation was intended to operate as the physical hub, solidifying our role as The Official Motor Oil of Road Trips.
Credits
Client: Mobil 1
Agency: The Integer Group
Role: Associate Creative Director
Year: 2022
Collaborators: Steve Moon, Patrick Crokin, Alli Durak, Jaymie Pavlonis, Blake Rozas