Esso positions itself as a facilitator of emotions with 'Journeys That Matter' campaign
Esso has embarked on a major European marketing push which aims to portray the brand in a more compassionate light with its 'Journeys That Matter' campaign.
The petroleum energy giant has partnered with creative agency adam&eve to launch an emotional new ad directed by Nick Gordon which follows Sophie’s journey as she travels many miles and across borders to revisit a past love.
Paul Cohen, executive creative director at adam&eveDDB, said the campaign was attempting to “talk to fuel consumers differently”.
“We’ve avoided the hard-hitting fuel economy claims and instead, we’ve put Esso front and centre in people’s lives as the facilitator of ‘Journeys That Matter’,” says Cohen.
He added: “By telling the story of Sophie, a strong independent woman making a significant journey of her own we hope to engender an emotional engagement with one of the world’s largest corporations and inspire people to make meaningful journeys of their own.”
The film has launched in the UK online and on video-on-demand and will also run in Belgium, Netherlands and Luxembourg. It will be supported by an integrated media campaign ranging from outdoor, press, digital display to forecourt POS.