Champion Extreme Roads

Brand Movie

Champion lubricants deliver peak performance in the most challenging conditions, enabling both the engine, and driver, to fulfil their true potential.

To translate this direction into a visual language, we decided to illustrate these challenging situations where the reliability and performance of every drop of oil is crucial, and opted for the most extreme and spectacular roads of Europe. These roads visually convey and perfectly demonstrate that Champion is the best oil in every situation.

The Stelvio Pass in Italy, the Trollstigen in Norway, the St. Gotthard Pass and Col de la Bonnette in France were selected for this epic shooting. The result is a series of striking and powerful images that reinforce and empower the brand promise and help establish an emotional connection with their consumer.

Director's Cut


Making OFF