Newpark Drilling Fluids Agency: ABI marketing public relations, New York Campaign: “Evolution” Launch date: March 2012 Creative credits: Creative director: Robert Petzold, Camao; art director: Heiko Winter, Camao; copywriter: Erica Helton, ABI; producers: Loyd Roberson, John Beltz, Newpark Drilling Why we liked it: Oil and gas industry ads often show drilling rigs and other heavy equipment. But Newpark Drilling Fluids' “Evolution” campaign went a different route, with ads that used imagery of the moon and Mars, as well as of pristine natural landscapes. We particularly liked the latter. One features a photo of a seemingly untouched, sun-dappled forest with green, leafy groundcover and tall, healthy trees. The ad's headline, on a sticky note, simply reads “We were here!” while copy goes on to explain how the company's water-based drilling fluid is kinder to the environment than traditional oil-based fluids. The ads are clear and clever—and likely to leave a mark in the reader's mind.