client. HAVOLINE
brief. B2B & B2C Digital Campaign | OLV | Radio
role. senior art director
Two campaigns for the same brand, across two completely different audiences — consumer DIY and professional trade — each needing its own tone and reason to believe, both needing to feel like Havoline.
The strategic challenge was holding brand coherence while giving each campaign room to breathe: emotional and inspirational for the weekend mechanic who cares about their car; rational and authoritative for the professional who can't afford to get it wrong. One brand system. Four distinct conversations.
Consistent brand presence across every channel, reaching both audiences without one diluting the other.
A Smarter, More Engaging Homepage Experience
Our new main banner transforms the homepage into a more dynamic and user-focused space. With clear product highlights and intuitive navigation for both consumers and businesses, we make it easier to explore, connect, and shop with confidence.
Digital Banners
We created a comprehensive suite of digital banners tailored for both B2B and B2C audiences. The assets included a mix of static visuals for quick impact and animated formats designed to increase engagement and drive interaction across platforms.
For B2C, we focused on emotionally resonant messaging paired with authentic, real-life visuals—perfect for capturing attention on high-traffic consumer platforms.
For B2B, the emphasis was on clarity, brand credibility, and purposeful visual storytelling designed to speak directly to business audiences and decision-makers.
OLV's
We created 2x15' and 2x30' OLV for both B2C and B2B customers
For the B2C approach, the imagery captures joyful, emotional moments—traveling, laughing, and spending quality time with friends and family. It's about evoking the warmth of shared experiences and the energy of living fully.
For the B2B approach, the focus shifts to everyday routines with purpose—people getting ready for the day, checking their vehicles, dropping off kids, and commuting to work. These visuals reflect reliability, commitment, and the human side of professional life.