'There for you' runner up for Best brand campaign for OW Bunker

OW Bunker supplies ships with fuel oil or ‘bunkers'. Having expanded internationally, with refuelling points in all the major shipping lanes, OW needed a global brand image.

OW competes with small local suppliers of bunkers and multinationals offering everything from bunkers to petrol. So the idea was to position the brand as the ideal middle way: a specialist with global coverage.

Independent research suggested that only 40 per cent of shipowners and charterers worldwide had heard of OW. The campaign was to double awareness to 80 per cent of its potential market.

Ships ahoy

The campaign focused on the three words which conveyed OW's unique position: 'global', 'independent', ' specialist', while the shipping ads were abound with pictures of ships and creative metaphors such as propellers and knots.

The campaign used OW's product to communicate the firm's message. Words, pictures and symbols were created out of fuel oil. The bold colour scheme and design was both highly distinctive and contemporary.