Chevron Thailand and Digitas turn lubricant production into immersive roadside experience
Chevron Thailand transforms its lubricant production story into an immersive roadside brand experience. Bangkok, Thailand 2025. In a market where every lubricant brand claims high performance, Caltex Lubricants Thailand, under Chevron (Thailand) Limited, has found a fresh way to stand out. By transforming its complex production process into an engaging roadside storytelling experience.
Instead of explaining how Caltex lubricants are made, the brand brought the experience directly to drivers. Along a long, straight stretch of road, Caltex created a series of roadside signs that visually reimagined each stage of its lubricant production process from refining and blending to testing and sealing.
Each sign was designed based on Caltex’s real factory workflow, turning what is typically hidden behind industrial walls into a visible, sequential journey that unfolded as drivers moved along the road.
The campaign, titled “Bringing the Factory to the Road,” was built on the insight that drivers rarely connect product performance with the meticulous process behind it.
By showcasing the production story through motion, Caltex turned a highly technical subject into something simple, clear, and memorable.
Angles, spacing, and placement were meticulously tested at different speeds to ensure both readability and safety. The result: a road transformed into a single, connected canvas, a moving narrative that symbolized Caltex’s precision and commitment to quality.
The initiative successfully bridged brand storytelling and product education, demonstrating how out-of- home media can evolve beyond static billboards into living brand experiences.
“Caltex has always believed that quality starts long before the engine starts,” said Supicha Dilokchaichanwuth, Brand & Product Marketing Specialist at Chevron Thailand. “This campaign let Thai drivers experience that belief for themselves-not through words, but through motion.”
By merging the physical drive with Caltex’s production journey, the campaign gave consumers a tangible way to understand the brand’s promise of performance and reliability.
More than an advertisement, it became a story that moved, reflecting Caltex’s spirit of innovation and its mission to keep every journey running smoothly.
Credits
Client: Chevron (Thailand) Limited
Supicha Dilokchaichanwuth – Brand & Channel Marketing Activation
Agency: DIGITAS Thailand
Samakorn Lohachala – Head of Creative Solutions
Nareerat Phiyasupornkul – Creative Director
Krittanai Luanchomroen – Senior Copywriter
Pachara Sa-nguansak – Senior Art Director
Samira Thancharoenkit – Managing Director
Nattawan Siwamitra – Account Management Director
Nutcha Chamniyan – Account Management
Wilawan Sanguanwong – Project Manager
Production Team : HUA-GLOM Creative Production Service
