01
The campaign poster — WOQOD product identity at full scale.
01 / 08 · CaseWOQOD · Lubricants Campaign2019
WOQOD — Art Direction · Campaign
Art Direction · Campaign · PackagingScroll ↓
02 / 08Context
WOQOD is Qatar's national petroleum company — the brand at every petrol station in the country, on every road, in every garage. The lubricants division launched a new product line with new technology positioning, and needed a campaign to carry that story across product packaging and point-of-sale advertising.
The visual challenge was automotive. The lubricants category internationally defaults to either hyper-masculine performance visuals or industrial technical language. Qatar's automotive culture — heavy SUVs, performance vehicles, pride of ownership — demanded something that felt native to the market, not imported from a European product brief.
ClientWOQOD
RoleArt Direction · Campaign · Packaging
Year2019
IndustryEnergy · Automotive
ScopeProduct advertising, packaging, OOH
PartnersMohamed Mukhtar, Cairo
03 / 08Constraints
What this had to hold.
WOQOD brand compliance — the campaign had to live within Qatar's national petroleum identity.
Arabic as the primary language in a category where most global reference is English.
New technology positioning — product differentiation communicated without technical language.
Collaboration between Doha and Cairo studios — visual consistency across a cross-studio production.
A product the audience encounters daily but rarely notices — the campaign had to make it worth noticing.
04 / 08
This one had to talk about the road.
05 / 08System
National brand identity
WOQOD's credential transfers.
The national petroleum brand applied to a product campaign — WOQOD's trust is the foundation, the new product is the announcement.
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Arabic primary
The Qatar market leads in Arabic.
Arabic as the campaign's primary language — a deliberate choice in a category that defaults to English for technical authority.
National colours
WOQOD red and white.
Qatar's national petroleum brand colours applied in a campaign context — the red gives the product advertising instant national recognition.
Graphic product approach
Illustration over photography.
A graphic visual approach rather than photography — product illustration gave the campaign a distinct register within a photography-dominated category.
Product-forward
The container as the hero.
The lubricants container as the primary design element — product-forward layout that made the packaging the campaign's centrepiece.
06 / 08Execution
Interlude
A national brand entering a new product category creates its own credibility problem. WOQOD's trust had to transfer from petrol to engine care.
02
Product range — packaging system and product line.
07 / 08Rollout
New product line
Languages
Studios
08 / 08Outcome
What held.
- The campaign positioned new lubricants technology within WOQOD's existing national brand authority.
- A cross-studio production between Doha and Cairo delivered without visual inconsistency.
- Arabic language leadership in a category that defaults to English.
Art DirectionYazan Urabi
CollaboratorMohamed Mukhtar
Year2019
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