Turtle Wax x Mister Cartoon - The Art of Car Care launch

Role

Concept and ideation, creative and experience direction

Challenge

‘The Art of Car Care’ is an exciting partnership between renowned LA street artist and icon, Mister Cartoon and Turtle Wax. It balances premium car care products that can enhance any vehicle with upscale artistic inspiration from the automotive and lowrider communities of Los Angeles. With the product about to launch in Australia, how could create a big enough noise for people to take notice while activating hardcore fans of Mister Cartoon?

 Idea

An immersive gallery-like experience was crafted featuring 16 carefully curated LA styled cars and bikes displayed as an automotive art gallery. With each car being a work of art, representing the builder’s artistic interpretations. All products in the range were on show as individual artworks for guests to explore and sample.

An end-to-end digital marketing strategy and creative campaign was designed to create excitement around The Art of Car Care range and the Turtle Wax brand, as well as drive sales online and in-stores across Australia and New Zealand.