bp — Keep It Going

BP was gearing up to launch its first national campaign in years for the U.S. and Mexico. The goal wasn’t just to be seen but to stand out, avoiding worn-out advertising cliches to offer something fresh, fun, and unmistakably BP.

Leveraging a human-first strategy at it’s core, we built a campaign that highlighted real, relatable human moments, to create an emotional connection to show how BP doesn’t just fuel cars, but fuels life’s special journeys, inspiring people to “Keep it Going”.