Should I Stay Or Should I Go? Conoco Weighs In With Relaunch Campaign

Interpublic Group’s Carmichael Lynch has created a new campaign — positioned as a brand relaunch — for gas and oil company Conoco, which is part of Phillips 66.

At a time when many Americans are tethered to computers all day for work and mobile devices for much of the rest, the “Chose Go” campaign is designed to remind people there’s a real, under-explored physical world waiting to be experienced.

And it’s “just a tank of gas away.”

The work is socially driven by more than 70 pieces of content that includes a mix of live action and animation from director Jimmy Marble and a host of animators such as John McLaughlin and Julian Glander, who “pit the existential forces of stay and go against each other,” per an agency spokesperson.



According to the spokesperson, “What resulted is part motivational speech, part obscure-Tumblr-page-come-to-life, part obscenely shareable brain candy.”

A short sampling can be seen here, here and here.

A small army of talent helped create the campaign and the agency tapped a number of outside firms to contribute, including Matre Productions LLC, Ways & Means, Bento Box Entertainment, The Mill/LA, Unbridled Sound, Tempest FX and Flawless Post.

Carmichael Lynch won the Phillips 66 fuels brand business last March after a creative review.

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