Jaywing helps Castrol to drive forward with innovative e-fluids educational campaign

Jaywing’s creative team developed story boards, design styles and engaging interactions that bring the role of e-coolants, e-transmission fluids and e-greases to life inside an EV. The creative takes the user on a journey through the common problems EVs face in their lifetime, using visualisation and narrative to highlight the function and benefit of e-fluids against these issues.

This approach produced educational content with a cutting-edge new design direction, which aims to take Castrol’s heritage in traditional oil lubricants forward into the exciting and growing electric market.

Karl Stones, executive creative director at Jaywing, said: “We were so excited to work with Castrol on this project. To be a part of their leap into an electric world is an amazing experience and is one we’ve loved from start to finish. The focus for this project was to educate customers on Castrol’s e-fluid product offering, and to do this we wanted to create an interactive experience that positions them as a trusted powerhouse in this change, continuing their role of experts in motor fluids into the electric age, and we’re so pleased with the result.”

Phil Neck, global marketing lead, Castrol e-fluids added: “We’ve worked with Jaywing for over 12 years and knew they would help us in our goal to position our brand in an electric age and spread the word to our customers that our expertise and product offering has evolved with the industry. We’re delighted with the end result, which achieves everything we set out to do in a creative and innovative way – perfectly aligning with our new Castrol On brand.”