To change perceptions of one of the world’s oldest ‘Oil Giants’, we launched #makethefuture: a platform that demonstrates how bright ideas can enable human progress, by putting them into action. The campaign has brought Shell more positive mentions in online conversation than GE, IBM and Google Energy combined.
Real Ideas. Real Action.
Creating power from footsteps
We didn’t just launch the world’s first football pitch powered by footsteps, we went back the next year to see how it had impacted an entire community, and used the power of influencers to amplify the experience.
Making light out of Gravity
We collaborated with winner of Shell Springboard’s grant GravityLight Foundation to launch and sell the product to people across Kenya. Travelling from village-to-village over 50 nights we not only demonstrated the health benefits and costs saving to the local communities, but we also let the world witness an extraordinary tour with life-changing outcomes.
Powering public transport with coffee
In collaboration with the biggest coffee chain in the UK, we turned 100 tons of collected coffee waste into 30,000 litres of fuel, and powered the iconic city buses to demonstrate the feasibility and remarkable impact of this bright energy idea.
Making the future “Live”
We re-imagined an existing, ongoing, low-traffic event series about fuel efficiency by Shell, re-named it and re-launched it as a festival of ideas and innovation to attract younger, broader audiences and families. A meticulous live, reactive and evergreen strategy combined the power of influencers with the reach of social and online content platforms to generate interest and create awareness before, during and after the event.
Turning the energy conversation viral
We brought together 6 global musicians and 7 innovators in a catchy new music video which launched on Facebook Live from a rooftop in Santa Marta, Rio de Janeiro. It served as an invite to the world to support and participate in the creation of smarter energy solutions. The video became the Global No.1 Viral Video of 2016 in AdAge, and stayed at the Top of Ad Age Viral Chart for 6 Weeks.
We launched the video live from a rooftop in Santa Marta, Rio De Janeiro.
The video was first played in some of the world’s most iconic advertising locations, all at the same time.
The celebrities helped amplify our message.
Our campaign reaches performance measurements never before reached by Shell, as it tops the viral video charts for the year.
Recognition:
D&AD Impact – Industry Evolution (Wood Pencil)
D&AD Impact – Responsible Production & Consumption (Wood Pencil)
Clio Awards – Brand Partnership & Collaborations (Bronze)
Drum DADI Awards – Chairman’s Award
Drum DADI Awards – Best Branded Content
M&M Awards – International Creativity Award (Gold)
M&M Awards – International Advertiser of the Year (Gold)
Cannes Lions – Corporate Image & Communication (Bronze)
Executive Creative Director for POSSIBLE
Executive Creative Director for J Walter Thompson
