Get Moving
Client
Mobil
Office
Perú
Brief
The challenge was to emotionally connect with Peruvian drivers by recognizing an undeniable truth: moving around in Peru is extremely difficult. The target audience ranges from truck drivers and taxi drivers to motorcyclists and everyday drivers who face a hostile context daily, marked by chaotic traffic, unpredictable roads, endless construction, and a challenging geography where nature (landslides, rains) often interrupts the way.
Idea
Get moving. The creative idea focuses on a manifesto of resilience and empathy. Instead of showing perfect roads, the campaign validates the daily struggle of the Peruvian driver against road obstacles. It positions Mobil not just as a lubricant, but as a historical companion that, through innovation and solutions developed over 150 years, ensures that despite environmental difficulties, Peruvians can keep moving forward and achieving their goals.
