Pep Boys #MotorOilMasterpiece Campaign Gifted 100 Dads With Motor Oil-Drawn Recreations Of Their Favorite Car
The car care company manages to celebrate dads and cars while tying the messaging back to its brand promise with a dose of recycled motor oil.
In an effort to celebrate every man’s midlife crisis…oh wait, that’s a little harsh. Let’s try again. In order to come up with a truly unique, one-of-a-kind gift for dads on Fathers’ Day, Pep Boys created reproductions of dads’ favorite vehicles using actual motor oil.
Created by Mullen Lowe, the campaign solicited dads’ loved ones to send in pictures of their father’s vehicle which, for a lucky 100 dads, were turned into motor oil-drawn works of art which were then framed and given to the men.
For the first phase of the campaign, the company asked people to submit a photo to MotorOilMasterpiece.com or to Instagram or Twitter using the hashtags #MotorOilMasterpiece and #PBContest between June 8 and 15.
Here are a few of the submissions:
My dads ford 57 is his baby! Waited his whole life for this truck! #MotorOilMasterpiece and #PBcontest pic.twitter.com/wyQBASLSVZ
— Lauren Black (@lblack111) June 15, 2015
#MotorOilMasterpiece #PBcontest @PepBoysAuto turn this photo of my Grandpas steering wheel into art please! pic.twitter.com/qhcTB7FBAj
— Ambrea (@AnnieKuT) June 13, 2015
#MotorOilMasterpiece Corvette Love #PBcontest @PepBoysAuto pic.twitter.com/f1lTCEyBhh
— Quineka Westbrook (@Oh_So_Gucci) June 12, 2015
@pepboysauto Dad's project car a 1970 Cutlass! Soon to be a work of art! #MotorOilMasterpiece #PBcontest pic.twitter.com/wRnPhIOXhE
— carol (@carol_n_mo) June 10, 2015
@pepboysauto #MotorOilMasterpiece #PBcontest My fathers GTO pic.twitter.com/LhwEVB3kLA
— Tom C (@Trun13) June 9, 2015
This may have been the best one of all:
@pepboysauto #MotorOilMasterpiece & #PBcontest sad day pic.twitter.com/8uz7chANqK
— ashley kirchner (@ashnich89) June 8, 2015
Of the campaign, Mullen Lowe Winston-Salem Executive Creative Director Jason Black said:[blockquote]”Creating artwork with used motor oil was a simple, yet powerful idea, but we had no idea how we were going to pull it off. Through a lot of experimentation and testing different techniques, we ultimately developed a process that creates truly striking and memorable images that are just as unique as the fathers that will receive them.”[/blockquote]
Pep Boys promoted the campaign on Facebook, Twitter and Instagram:
Tweet a photo of Dad and his car & use #MotorOilMasterpiece #PBContest to be entered to win a custom photo! pic.twitter.com/aZzLw7VeyL
— Pep Boys (@pepboysauto) June 13, 2015
Here’s a video case study video which provides an overview of the campaign:
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