The brief for 3M Car Care came with an added expectation of nudging people to buy their products. To do so, we described the technical aspects without dumbing it down or adding excessive information.
From a copy standpoint, we had to draw analogies to car driving, mention the benefit clearly, and research what others in the same industry were doing. As for design, we not only had to depict the working of cars in some instances, we also had to adhere to the elaborate style guidelines of 3M.
DFSC is a product from 3M Car Care which cleans the engine of diesel cars. The challenge was to describe the product benefits without making it look complicated or straying from the brand guidelines. Through clear copy and thoughtful design, we were able to check both boxes.