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Oryx Energies
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.
Capturing the energy of Africa to raise brand awareness
“Congratulations to all the
team... it is the professional
campaign that we have
been waiting for.”
Oryx Energies is now
either #1 or #2 in the
Sub-Saharan countries
where it operates and
continues to grow.
“This is the best campaign
I have seen. Better than
anything our competitors
are doing and better than
anything the major nationals
have done. Superb.”
 
Jean Claude Gandur
AOG Founder and Chairman