Conoco may just be a place to fuel up for most people, but in a new campaign, the brand opens up a new, animated world to let people know that they can 'Choose Go' and explore the world around them.
Gasoline brand Conoco’s new brand campaign is designed to remind people that the world is out there, just a tank of gas away.
To bring the campaign to life, the company worked with agency Carmichael Lynch plus director Jimmy Marble and some of the internet’s best and strangest animators – John McLaughlin, Julian Glander, the Bob’s Burgers crew – to pit the existential forces of stay and go against each other. What resulted is part motivational speech, part obscure-Tumblr-page-come-to-life, part obscenely shareable brain candy. More than 50 pieces of video content, plus a batch of gifs and other purposeful strangeness.
Video ads feature such images as a man's face on a cat-scratching tree, animated sharks spitting out lions, spitting out monster trucks, and fuzzy hand puppets, while gifs and shorts have furry monsters dancing, animated and stop action bored people and more, all urged to "just go" to get out of their ruts.
The goal of the campaign was to encourage a young, internet-friendly audience to go consume the actual content of life with a tank of Conoco gas.
See some of the spots and gifs by clicking on the Creative Works box below.