BRING WHAT DRIVES YOU

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Commercial

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A heartfelt recruitment campaign highlighting the personal motivations that drive Valvoline technicians.

Showcasing the Purpose Behind Every Technician

Valvoline needed to attract more technicians—essential roles that keep their business running. But this campaign wasn’t about the tasks of the job; it was about the why behind the work. We set out to reveal the personal motivations that fuel Valvoline employees every day. Whether it’s supporting a family, reaching personal milestones, or pursuing lifelong dreams, this campaign showed that every role at Valvoline empowers employees to build the life they want. By focusing on purpose over the day-to-day, we connected with prospective hires on a deeper, more meaningful level.

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Unscripted Moments That Reveal Genuine Purpose

Our creative process began with real conversations. We spoke with Valvoline employees about what drives them and invited them to share personal photos and videos of what matters most in their lives. On set, we surprised them with these heartfelt memories—capturing raw, unscripted reactions as they reflected on how their work helps support the people and passions they love. This honest storytelling created a powerful, emotional connection between Valvoline’s jobs and the meaningful lives they help build. The result was an authentic, purpose-driven campaign that inspired others to bring what drives them to Valvoline.

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BRING WHAT DRIVES YOU

Showcasing the Purpose Behind Every Technician

Unscripted Moments That Reveal Genuine Purpose

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GLOBAL PRODUCT LAUNCH

SMARTRECRUITERS

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