Oryx Energies is one of Africa’s largest and longest-established independent providers of oil and gas products and services. Sourcing, supplying, storing and distributing them to consumers, businesses and maritime operations across Sub-Saharan Africa. Today they’re in over 20 Sub-Saharan countries, and have been responding to the evolving energy needs of the region for over 30 years.
We were briefed to develop a B2C and B2B campaign for 12 Sub-Saharan countries. Each with different customs, locations, rituals, dress and food. So a strong visual, verbal and sonic recognition was essential for a campaign appearing on TV, radio, billboard, press and digital.
We developed a highly visual campaign to bridge Africa’s diversity of language. Different customs, cultures and locations meant all shots had to be carefully considered in order not to alienate any particular market, as well as ensure wide appeal across Sub-Saharan Africa. The proposition was ‘The circle of life is ever changing’. It represents the ‘O’ in Oryx Energies and is inspired by the African sun.
Oryx Energies is now either #1 or #2 in the Sub-Saharan countries where it operates and continues to grow.