WPP: Castrol #HangUpYourKey

A cross-WPP team from Ogilvy (strategy and account management), VMLY&R (creative), Hogarth (production), Mindshare and Neo (social plan) has launched a novel approach to a coronavirus safety message for Castrol in record time.

With just six days from being briefed to the content going live on Castrol's European social channels, the film is supported by paid media in five key European markets: UK, Germany, Poland and Romania. It uses hundreds of user-generated video clips showing Castrol workshop technicians and workshops owners alongside professional race drivers Daniel Ricciardo, Esteban Ocon, and Petter and Oliver Solberg – all safely playing with toy cars at home and hanging up their car keys.

Although the video carries a meaningful message, the campaign’s light-hearted tone aims at cutting through the more serious COVID-19 messages to rekindle playful memories of childhood toy cars.