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

Pennzoil has always been known as the “All American” oil. But with little recognition as a leader in automobile innovation, we had to flip that perception “upside down”. We traded in Mario’s shrooms and powered him up with Pennzoil Platinum, launching our brand new product alongside his new game in a live-action racing event at SXSW Interactive.

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 To win the race, participants collected Pennzoil Pureplus icons laid out on the track. Using RFID technology, drivers would get boosts every time they ran over an icon and would eventually reach full speed if they collected them all.

To win the race, participants collected Pennzoil Pureplus icons laid out on the track. Using RFID technology, drivers would get boosts every time they ran over an icon and would eventually reach full speed if they collected them all.

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