Carmichael Lynch Wins Silver for Strategic Excellence at 2018 Jay Chiat Awards
Carmichael Lynch’s work for Phillips 66 won silver in the regional strategy category of the Jay Chiat Awards for Strategic Excellence October 9 in New York City. The Jay Chiat Awards celebrate the best strategic thinking and planning in advertising, media, and marketing around the world.
Phillips 66 owns three distinct regional gas station brands — each with very different heritages, geographic footprints and target demographics. Carmichael Lynch’s challenge was to find a common underlying strategy that could carry three distinct advertising expressions. The agency honed in on a single cultural insight: that while people hate stopping to fill up for gas, they love what a full tank allows them to do. A full tank of gas is a catalyst for adventure and possibility.
The result was three very different campaigns born from that single insight. Phillips 66’s “Live to the Full,” Conoco’s “Choose Go” campaign and 76’s “Gene and Jean’s Awesome Adventure Road Trip.”
See the full list of this year’s Jay Chiat winners here.