The Chosen 1: Enemies of the Engine
Bad news: There’s a war going on for the heart of your vehicle. The good news? You’ve been chosen to win it by wielding the most powerful weapon: Mobil 1™ synthetic motor oil. It’s up to you to defeat the Enemies of the Engine! That’s how we kicked off this first-of-its-kind campaign, featuring a gaming experience that empowered our user to take control of their engine by fighting the 5 factors that could destroy it.
We brought Heat, Wear, Oxidation, Sludge, and Deposits to life, and then let players become The Chosen One—a high-octane hero with the power of Mobil 1 as their sword and shield. Doing battle with the Enemies of the Engine gave them first hand experience that educated them on the benefits of synthetic motor oil and how it can protect their engine. Before, our targets may not have known that much about synthetics, but with our game, they know exactly how Mobil 1 can defend their engine against the Enemies’ return!
QUEST FOR LONGEVITY
We personified the enemies of engine health and turned them into villains in a cinematic universe of sludge, heat, and chaos.
This multi-platform campaign educated drivers on engine wear through gamified storytelling, complete with comic book design, villain origin stories, and digital content. Big idea. Bigger execution.
AR EXPERIENCE
The Enemies of the Engine, despite our best efforts, maintained their quest for engine mayhem. This time in the aisles of Wal-Mart as we educated drivers on what may be lurking under the hood of their engines. We also revealed the Chosen 1 to be none other than Kevin Harvick, the official driver for Mobil 1 motor oil.
Credits
Client: Mobil 1
Year: 2019
Patrick Crokin
Creative Director
Alli Durak
Associate Creative Director
Colton Canava
Associate Creative Director