Caring and trust

YPF

When your product is increasingly intangible to the consumer,

how can you make people see all the effort that goes into it, in technology and innovation?

Starting with that challenge, we developed the new positioning and brand architecture for Elaion Auto Premium.

We developed a communications strategy based on “Caring & Trust”, to express the emotional side of the category, and the proof points that give people reasons to believe in this proposition.

Disciplines
/ RESEARCH
/ BRAND STRATEGY
/ COMMS PLANNING
/ CONVERSATIONAL COMMERCE STRATEGY
/ CREATIVE TERRITORY & BIG IDEA
/ DIGITAL CONTENT
/ DESIGN & VISUAL ID
/ PRODUCTION MANAGEMENT

Collaborators
/ AGOSTO
/ ALEXANDRIA
/ PHARUS

When your product is increasingly intangible to the consumer,

Even if you can’t take care of everything, you can take care of what’s most important.

Even if you
can’t
take care of
everything,
you can take
care of
what’s most
important.

SALES WERE UP

+50%

VS. PREVIOUS YEAR.

CONSUMER TRUST INDEX

+71%

CLIENT
YPF

MARCH
2022

“OUR CHALLENGE WAS TO FIND AN INSIGHT, A CONSUMER TRUTH THAT MOST DRIVERS COULD RELATE TO, AND I THINK WE ACHIEVED THAT WITH THIS CAMPAIGN.” – AGUSTINA PELFINI, YPF ADS AND MARKETING MANAGER.

CREDITS Advertiser: PepsiCo. Product: Sabritas. Chief strategy officer: Mariano Serkin. Chief creative officer: Ariel Serkin, Rodrigo Grau. Head of design: Alejandro Stea. Executive Creative Director: Mariano Gamba & Rodrigo Greco. Creative Director: Ignacio Jiménez, Patricio Isla. Head of production: Coqui Gimenez Uriburu. Head of media: Victoria Clucellas. Production House: Rebolución. Director: Watta Fernández. Second Unit Manager: Dante Anselmo. Director of Photography: Alan Badan. Executive Producer: Patrick Senger. Producer: Ivan Lomeli. Post Production Coordination: Mariano Olivari. Editor: Santiago Saponi. Sound Mix: Triton Sonido. Color Correction: Nadia Kahirat. Postproducción/VFX: Bitt Animation. Online: Bitt Animation. Soundtrack: Papamusic. Regional Team: Hernán Tartardini, Salvador Padrón, Tania García, Ximena Martínez, Paola Mayorga, Paola Pérez, Ixchel Gordillo, Alejandra Osorio, Mariana Guerrero Zepeda y Alejandro Maciel. Client Producer: Salomon Levy y Melissa Hernandez Vega.