Work

YPF

Caring and Trust

  • Brand Experience
  • Content
  • Social Activation
  • Strategy

YPF redefined Elaion Auto Premium with a strategy that made the invisible value of lubricants visible.

Automotive

B2C

National Consumer Brand

In a category that is increasingly intangible for consumers, motor lubricants face a clear challenge: making visible the technology and innovation behind a product people rarely perceive in depth.

Starting from that tension, ISLA developed the new positioning and brand architecture for Elaion Auto Premium, alongside a communications strategy built on “Care and Trust” that combined emotional closeness with concrete reasons to believe.

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Trust is built in what you cannot see.

Client

YPF

Date

2022

The project turned a technical and invisible category into an emotional and credible value proposition, driving sales and strengthening consumer trust in a context where differentiation depends on making the intangible tangible.

Advertiser: YPF. Product: Elaion Auro. Chief Creative Officers: Ariel Serkin, Rodrigo Grau. Chief Strategy Officer: Mariano Serkin. Executive Creative Directors: Mariano Gamba, Rodrigo Greco. Creative Directors: Benjamín Tornquist, Iván Zimmermann. Digital Content: Juan Lodola, Nicolás Iampolsky. Head of Art: Diego Correa. Grouper PM: Manu Sorzana. Producer: Berenice Sotelo. Head of Media: Vica Clucellas. Production House: Agosto – Labhouse. Director: Luisa Kracht. Managing Directors: Toni Moreno, Flora Fernández Marengo. Director of Photography: Leandro Filloy. Production Director: Nicolás Abelovich. Executive Producer: Julieta Fernández Castagnino. Postproduction: LA Posta VFX. Editor: Emi Fardaus. Soundtrack: Papa. Clients: YPF Elaion Auro. Client Team: Leandro Caruso, Carolina Naftal, Agustina Pelfini, Edilberto Bareiro, Matías Kyska, Gabriela Princich, José Franchini, Cecilia de Santis.

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