Valvoline Motor Oil

At Hill Holliday, I was tasked with creating experiential ideas to promote Valvoline at the GRIDLIFE Festival in 2023.

GRIDLIFE Festival 2023

For the summer of 2023, Valvoline Motor Oil sponsored the GRIDLIFE Festival, an event that combines motorsports and music. We came up with a variety of experience ideas bringing together some of the Valvoline drivers and influencers to make some noise at the event.

How do you take an age old classic game and put a completely new spin on it? You add some wheels. In this Gridlife edition of Battle of the Sexes, we’ll pit LLDrift against Forsberg in a gender drift-off for the ages. The battle will not only rile up festival-goers, but slash stereotypes by drawing attention to an emerging female drifter in a predominantly male space. We’ll add on to the duel by recruiting a female DJ to have a spin-off against Gridlife DJ, A-track. We could even have fans vote for the superior drifter and DJ.

Gridlife fans know cars like the back of their hand – but how about the back of their head? To promote the cars that will be at the event, in an interactive and engaging way, we’ll put a spin on the classic “Name That Tune”. Instead of guessing a song, participants will be challenged to guess the car. The catch? They will be blindfolded with a racecar helmet and challenged to use only their ears. We’ll set up a single station where festival-goers will sit in a chair and wait for the engine noise from behind.

Gridlife is all about braking bounds – and dancing. We’ll add on to this epic combination of music and motors by recruiting street dancer D SoraKi to perform a break dance alongside a drifter. The dance will combine the two stars of the show into one epic performance. We can even have one of our DJs perform in the background.

Watching drifts live on the racetrack is electric. And listening to DJs perform live is amplifying. This June at Gridlife, we’ll challenge one of our DJs to make a soundtrack out of only car sounds. We’ll give him access to record sound clips of the cars at the shows on that Thursday, giving him enough time to perform it live on the final day. The result? One electric soundtrack.

Gridlife is about bringing speed and sound together, so we’re going to do just that by mixing motors and music into one never before heard soundtrack. At night-time, we will assemble an ensemble of cars to perform a concert. In the middle of the ensemble, one of our DJs will be performing. We will choreograph the performance so that the cars’ lights flash to the beat. We will use pimped-out cars with flashy accessories to give it an EDM concert effect. The result will be a whole new music genre g0ne viral.

Credits:
Client: Valvoline Motor Oil
Agency: Hill Holliday
AD: Tássia Valim
CW: Abby Hancharik
EVP GCD AD: Kevin Daley
EVP GCD CW: Marc Hartzman

Valvoline Motor Oil

At Hill Holliday, I was tasked with creating experiential ideas to promote Valvoline at the GRIDLIFE Festival in 2023.

GRIDLIFE Festival 2023

For the summer of 2023, Valvoline Motor Oil sponsored the GRIDLIFE Festival, an event that combines motorsports and music. We came up with a variety of experience ideas bringing together some of the Valvoline drivers and influencers to make some noise at the event.

How do you take an age old classic game and put a completely new spin on it? You add some wheels. In this Gridlife edition of Battle of the Sexes, we’ll pit LLDrift against Forsberg in a gender drift-off for the ages. The battle will not only rile up festival-goers, but slash stereotypes by drawing attention to an emerging female drifter in a predominantly male space. We’ll add on to the duel by recruiting a female DJ to have a spin-off against Gridlife DJ, A-track. We could even have fans vote for the superior drifter and DJ.

Gridlife fans know cars like the back of their hand – but how about the back of their head? To promote the cars that will be at the event, in an interactive and engaging way, we’ll put a spin on the classic “Name That Tune”. Instead of guessing a song, participants will be challenged to guess the car. The catch? They will be blindfolded with a racecar helmet and challenged to use only their ears. We’ll set up a single station where festival-goers will sit in a chair and wait for the engine noise from behind.

Gridlife is all about braking bounds – and dancing. We’ll add on to this epic combination of music and motors by recruiting street dancer D SoraKi to perform a break dance alongside a drifter. The dance will combine the two stars of the show into one epic performance. We can even have one of our DJs perform in the background.

Watching drifts live on the racetrack is electric. And listening to DJs perform live is amplifying. This June at Gridlife, we’ll challenge one of our DJs to make a soundtrack out of only car sounds. We’ll give him access to record sound clips of the cars at the shows on that Thursday, giving him enough time to perform it live on the final day. The result? One electric soundtrack.

Gridlife is about bringing speed and sound together, so we’re going to do just that by mixing motors and music into one never before heard soundtrack. At night-time, we will assemble an ensemble of cars to perform a concert. In the middle of the ensemble, one of our DJs will be performing. We will choreograph the performance so that the cars’ lights flash to the beat. We will use pimped-out cars with flashy accessories to give it an EDM concert effect. The result will be a whole new music genre g0ne viral.

Credits:
Client: Valvoline Motor Oil
Agency: Hill Holliday
AD: Tássia Valim
CW: Abby Hancharik
EVP GCD AD: Kevin Daley
EVP GCD CW: Marc Hartzman