Caltex was navigating a shift; its retail pumps were exiting, threatening visibility. Our challenge was clear: remind the market that Caltex remains stronger than ever through its lubricant and oil-change business.

We re-imagined the brand as a long-distance athlete, not flashy for a moment, but built for endurance. The “Caltex Star, Born to Shine” concept became our anchor. Across digital platforms (GDN, YouTube Display, animated banners, auto and tech portals), traditional media, TV (13 channels), radio, and print. Each medium carried the same message: Caltex isn’t gone. It’s here to stay.

The campaign restored presence, reinforced trust, and turned uncertainty into confidence. Wherever journeys started, Caltex Star kept the pace.