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.

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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