E L L I O T T  G R A H A M  /  A R T  D I R E C T O R
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PENNZOIL / SXSW LAUNCH

Powering up Mario Kart with Pennzoil.

Pennzoil has been known as the standard “All American” motor oil. But with little recognition as a leader in automobile innovation, we had to shift the perception. So we traded in Mario’s shrooms and powered him up with Pennzoil Platinum, launching a live-action Mario Kart racing event at SXSW Interactive.

FAST COMPANY  /  COMPLEX  /  AD AGE / DICOVERY  /  ADWEEK

 To win the race, participants collected Pennzoil Pureplus “coins” laid out on the track. Each coin highlighted a product benefit and If all five were collected, the driver would reach full power/speed.

To win the race, participants collected Pennzoil Pureplus “coins” laid out on the track. Each coin highlighted a product benefit and If all five were collected, the driver would reach full power/speed.

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