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Special Project

Special Project
From the 8th Annual Shorty Awards

Motor Oil Masterpiece

Entered in Contest or Promotion, Integrated Campaign, Consumer Brand, Multi-Platform Campaign, Retail & E-Commerce


Let's face it: Getting a unique gift for dad is nearly impossible, especially for Father's Day. Finding an original and personal gift for the man who claims to have everything he needs in life is a massive undertaking. Obviously, themed ties are off the table. Golf accessories have reached a ridiculous level worthy of Rodney Dangerfield. And yes, one man CAN have too many grill tools. So what is a person to do for the man who sacrificed so much? It seemed our only choice was to invent something. So we did: an original, personal and manly gift for dad on Father's Day. Made out of motor oil.

Strategy and Execution

Our mission was to create a Father's Day gift for dad he'd truly love. So we started with his car. We figured out a way to take a photo of dad's car and recreate it with actual motor oil. This way, dad can enjoy his most prized possession by just looking at the wall. (Turns out, the motor oil recreation smells pretty manly too.) We invited people to send in pictures of their dad's actual car that he loves. After selecting winners based on predetermined criteria, we took the winning images and created a spot varnish image with some Photoshop and print production magic. Then we applied an 80-20 mix of motor oil and ink to the image with an artist's touch. Like a Polaroid picture, the image of the car with tons of detail appeared. Voilà! Dad's baby now in motor oil. We then shipped the images and authenticating documentation to dad as a surprise on Father's Day.


In only eight days, we received over 650 submissions and over 18,000 page views with a 3.5-minute view time. Our concept video was watched over 100,000 times on YouTube, and the campaign gathered nearly 900,000 social impressions. Our 1.94% engagement rate embarrassed the industry average of 0.58%, and our 1.35% Click-through rate downright shamed the industry average of 0.297%. Not to mention over a hundred really happy dads on Father's Day.


Video for Motor Oil Masterpiece

Entrant Company / Organization Name

MullenLowe Winston Salem, Pep Boys

Entry Credits