Champion’s "brand movie" is the final chapter in a long strategic and creative effort to support the evolution of the brand, and the expansion of its communication platform.

The film resumes the brand’s values and unique selling point, as articulated by the slogan ‘release the full potential’. It also establishes the new communication world of "extreme journey" as well as the visual language that has been developed for all digital and print communications.

In developing its products, Champion is continually obsessed with delivering top performance in all conditions: "Deliver peak performance in the most challenging conditions."

To illustrate this, the film visually shows "some challenging situations where the reliability and performance of every drop of oil is crucial," while a voiceover plays on two aspects: the performance of man and that of the machine.

THERE ARE ROADS.
AND THERE ARE EXTRAORDINARY ROADS.
THERE ARE ONES THAT GET YOU FROM A TO B,
AND THEN THERE ARE THE ONES THAT SEEM TO BE BUILT FOR ANOTHER PURPOSE ALTOGETHER
THESE ARE THE ONES THAT EXCITE YOU.
CHALLENGE YOU.
THE ONES THAT PUSH THE LIMITS OF YOUR PERFORMANCE FORWARD.

Difficult roads lead to the best destination. Champion always chooses the most challenging route, to surpass what has been achieved before and constantly go further.

"THESE ARE THE ROADS WE ENGINEER OUR OILS FOR."

To demonstrate this performance, the film crew headed to some of the most spectacular and extreme roads in Europe: the Stelvio Pass in Italy, the Trollstigen in Norway, and St. Gotthard Pass and Col de la Bonnette in France.

Filmed with drones and with RussianArm cameras, the filming was epic. But the result more than paid off with unique views over breath-taking roads.

The impact of these images of extreme roads then had to be coupled with visuals showing the tension experienced by the pressure the engine suffered in these intense moments.

To do this, the production moved to the studio. It took several engines, including one completely cut open along one side, to allow every detail of the motion to be captured with a hi-speed camera.

This clip marks a major milestone for the brand, which will now be looking to bring this territory to life right across all its communication activities and build a rich and strong emotional connection with its consumer.