Shine 2024

A global idea brought home with a local heartbeat.

About Project

Project Shine set out to do more than advertise a lubricant. It set out to build a feeling of accomplishment. Spectrum brought the idea to life by localizing an international concept without losing its global strength.

The stories, visuals, and moments were shaped around everyday WPCMO and MCO range while creating an emotional connection that felt authentic to Pakistan. The campaign travelled across TV and digital with clarity and confidence. Engagement grew, recall strengthened, and brand preference rose nationwide.

The result was a narrative that felt familiar yet elevated, proving that performance becomes powerful when it speaks the audience’s language. Project Shine did not just highlight a product. It highlighted a promise that resonates wherever engines start and journeys begin.