Oryx Energies campaign

The energy of Africa

Our challenge was to create an integrated campaign that reflected the vibrant energy of Africa, and worked seamlessly across twelve countries and three languages. This brand awareness campaign followed on from our rebrand of Oryx Energies. Understanding regional customs and needs was paramount. We focussed on how energy is a part of everyday life, at home and in business. Sub-Saharan Africa is one of the fastest growing regions in the world. Oryx Energies have been operating there for 25 years. With continued investment, its aim is to be Africa’s No.1 independent provider of oil and gas products and services.

Start with a strong graphic and use it across everything. Make it ownable and memorable. The circle represented the ‘O’ in Oryx and a big African sun. We used it to tell a story about fuel, lubricants and gas, using everyday objects that spoke to people. With energetic cuts and a modern Afro beat, the TV spots burst into life. The end frame ‘Oryx Energies, With you every day, capturing the brand’s essence. The infectious music and rhythm of the TV spots came to life on radio ads, ringtones and call centres.