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Winner

Prestone

Defy

Prestone has been the Market leader for over 90 years. This previously unrivaled history of protecting automobiles, was being challenged for the first time. Prestone needed to show why they are the market leader and communicate that in a way that was fresh and confident.

Prestone "Defy"

Prestone "Defy"

The Campaign

The creative approach came from a place of empowerment and rebellion. Filling your car with Prestone isn’t just something you do, it is an act of rebellion against nature. Heat, cold and corrosion are the de facto enemy and Prestone is the protagonist. Using the Prestone is satisfying for that reason. This tone and rebellious mindset also resonates with the younger demo that Prestone needs to make brand enthusiasts. #defythis

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Prestone "Defy Summer"

Prestone "Defy Summer"

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Prestone "Defy Summer"

Prestone "Defy Summer"

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Prestone "Defy Winter"

Prestone "Defy Winter"

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