Castrol
# IN SEARCH OF THE MAGNATEC MOVE
THE BRIEF
FIFA World Cup 2014 fever was high and everybody wanted to talk about it. Being one of the key sponsors, it would have been blasphemous not to utilize this association – but Castrol Magnatec did not want to be a brand that just talks about the event. They wanted more engagement at the grass root level.
THE IDEA
We embarked in search of a Freestyle ‘Move’ that can be co-created by the brand and the Saudi participant together. For this went to several national universities in search of talented individuals.
The Culmination of the activity was a Grand Finale Event where all the chosen ones participated. It was officiated by the F3 (Football Freestyle Federation), the global body for Free-styling.
THE RESULTS
6894 students interacted, 3799 students participated. The Magnetic Move was found and certified by F3 as the ‘Castrol Freestyle Magnatec Mix’
Client: Castrol Middle East
Agency: Geometry Global
Team:
Cyril Hayek, Sr. Art Director
Saed Al Ali, Art Director and Copywriter
