ConocoPhillips Canada needed was a fresh face to attract students at career fairs and through word of mouth. So “Phil” was created. A young and very informal version of the brand. A personification of the company that students could almost consider a friend. A campaign that speaks unlike any major energy company ever has–like a student.

The multi-levelled “Phil” campaign used teasers, print, poster, and web components leading up to career fairs in major schools across Canada. The third phase directs students to the centrepiece of the campaign, workwithphil.com where they found themselves searching through Phil’s virtual wallet, trying to discover who Phil really was. The result was an interactive and fun way of introducing students to ConocoPhillips Canada. Read Less