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Petrobras. Challenge is our energy.

 The problem:  By sponsoring the Williams F1 team, Petrobras has entered the selective club of technology suppliers in the category.  We had to create and produce an advertising campaign in just 3 weeks, before the season’s first race.

The problem:

By sponsoring the Williams F1 team, Petrobras has entered the selective club of technology suppliers in the category.

We had to create and produce an advertising campaign in just 3 weeks, before the season’s first race.

Platform P-1, the first self-lift platform built in Brazil (1968).

Platform P-1, the first self-lift platform built in Brazil (1968).

 

The insight:

Since its founding in the 1950s, Petrobras was born facing skepticism and overcoming major challenges, such as finding oil in Brazil, developing deepwater technology, making Brazil self-sufficient, and so on.

Challenges are part of the company’s culture and we could use the F1 opportunity to show the potency of its “growth mindset”, making brazilians - and thousands of employees - feel proud and inspired.

 The " Challenge is our energy " concept was created to show that Petrobras is not just an oil corporation - but an energy one, always motivated to learn, innovate and overcome any challenge - F1 included.  The 1st film:

The "Challenge is our energy" concept was created to show that Petrobras is not just an oil corporation - but an energy one, always motivated to learn, innovate and overcome any challenge - F1 included.

The 1st film:

We created mini documentaries using only archive footage from the training season, showing the human side of technology and the love of challenges.

Anncr: "No pilot is good enough that he does not have to learn how much it is possible to learn. Learning is also a challenge, that's why we like to be here ..."

Announcer talks about the beauty contained in an F1 race and its challenges to show why Petrobras is there, “developing the technology that will be used in our cars”.

Special films were produced to go on air only in case of victory (4 victories)...

Super: Williams won the Monaco Grand Prix.
Super: The fuel is Petrobras.
Super: Do not forget to tell your car.

Print campaign:

 " It's difficult, unpredictable, dangerous and almost out of control. When it's not raining."

"It's difficult, unpredictable, dangerous and almost out of control.
When it's not raining."

  "What about your work, is it stressful?"

"What about your work, is it stressful?"

  "Do you have 1 minute, 37 seconds and 345 milliseconds? Let's go for a ride in Interlagos."

"Do you have 1 minute, 37 seconds and 345 milliseconds?
Let's go for a ride in Interlagos."

 The results:  For expressing the true Petrobras DNA, in addition to brand recognition and success in the F1 circus, the "Challenge is our energy" concept ended up embraced by the whole company and its stakeholders, remaining active. Petrobras remained as Williams sponsor for many seasons.     And just one more thing...

The results:

For expressing the true Petrobras DNA, in addition to brand recognition and success in the F1 circus, the "Challenge is our energy" concept ended up embraced by the whole company and its stakeholders, remaining active.
Petrobras remained as Williams sponsor for many seasons.

 

And just one more thing...

To introduce Podium high octane gasoline, the first product developed after the F1 partnership, a 1'30" mini documentary with Sir Frank Williams and a 30' TV Spot on Jornal Nacional (the largest journalistic audience on Brazilian TV).

Anncr: "Impressive how everything happens faster in the world of F1. The technology approved by the Williams F1 team has just hit the streets. New Podium Gasoline from Petrobras. The pleasure of driving at high octane."

 

Agency: DPZ

Special thanks to:
Fred Coutinho, Luis Vieira, Reuber Marquezini, Carla Ruede, Ronaldo Rangel, Sérgio Prazeres, Eraldo Carneiro, Sérgio Mastrocola, Ferreira Martins and everyone involved.