Title	SHELL MORRO DA MINEIRA
Brand	ROYAL DUTCH SHELL
Product/Service	ENERGY SECTOR
Category	A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign)
Entrant Company	J. WALTER THOMPSON London, UNITED KINGDOM
Advertising Agency	J. WALTER THOMPSON London, UNITED KINGDOM

Name	Company	Position
Russell Ramsey	J. Walter Thompson	Executive Creative Director
Axel Chaldecott	J. Walter Thompson	Creative Director
Will Helm	J. Walter Thompson	Creative
Will Brookwell	J. Walter Thompson	Creative
Angela Bassichetti	J. Walter Thompson Brazil	Creative
Fabio Maca	J. Walter Thompson Brazil	Creative
Jonathan Terry	J. Walter Thompson	Head of JWT Live
Tom O'Donnell	J. Walter Thompson	Event Director
Ryan Johnson	J. Walter Thompson	Event Producer
Steve Crook	J. Walter Thompson	Event Producer
Morten Legarth	J. Walter Thompson	Creative Technologist
Rob Alexander	J. Walter Thompson	Global Planning Director
Malky Brown	J. Walter Thompson	Planning Director
Betina Kormes	J. Walter Thompson	Account Manager

The Brief

The way the world uses energy is changing. By 2050 global demand is expected to rise by 75 percent. Shell are committed to powering this new world using innovative solutions. Previously Shell’s communications aim was to change perceptions of the brand within a largely economic and political community. Shell advertising campaigns were successful in starting to raise awareness of their positioning as an innovative energy company, but were not enough. The campaign refurbished a run-down community football pitch in a Rio de Janeiro favela, with a first of its kind innovative energy solution. The Shell LiveWire programme, which supports young entrepreneurs with bright ideas with funding and investment, invested in renewable energy start up Pavegen and their kinetic tile technology. Shell utilized this existing kinetic paving tile technology from Pavegen UK by laying power-generating tiles under the pitch surface to capture the energy from football players’ movements. This stored energy in turn powers the floodlights providing the favela community of Morro da Mineira in Rio de Janeiro with a safe space to play football at night. J.Walter Thompson London assembled an engineering team comprising electric, kinetic, solar, and astro-turf specialists to create the final pitch installation for a budget of around $500,000. This pitch is the world’s largest kinetic installation to date, the first kinetic pitch and the world’s first kinetic and solar hybrid pitch. This activation provided an accessible real-world illustration of Shell’s brand value of the power of innovative energy solutions and inspired a younger generation. Science doesn’t have to be cold and intimidating and this activation helped people think differently about energy and the potential power of science – by supporting local communities we can provide energy solutions globally.

We looked to the world of football as a focal point to unite popular culture, engineering and humanity in one activation using a football pitch with lights powered by footsteps in a Rio di Janeiro favela. The Shell brand stands for ‘Powering progress together: to develop innovative energy solutions for our demanding world’ and our campaign wanted to help Shell openly display commitment to this value. The Shell LiveWire programme, which supports young entrepreneurs with bright ideas with funding and investment, funded renewable energy start up Pavegen and their kinetic tile technology. Shell then utilized this existing kinetic tile technology to help the community of Morra di Mineria where energy sources are unreliable and it is not always possible to light public spaces into the evening, meaning local children were left with nothing to do after dark. Pavegen tiles had never been imported into Brazil meaning protracted negotiations with Brazilian customs team to legally classify the tiles for the first time. Following this process J.Walter Thompson created a football pitch with pavegen power-generating tiles under the pitch surface to store the energy from football players’ movements. This stored energy in turn powers the floodlights, for 4 hours of play per night, providing the favela community of Morro di Mineira in Rio de Janeiro with a space to play football at night. Remaining energy to power the floodlights is captured form solar panels with combined energy stored in generators providing floodlit play in the dark. The pitch is 35m x 20m 7-a-side size comprising 200 kinetic tiles and 6 solar panels. Shell have plans to support other communities with this technology, a pitch is currently being built in Nigeria and another scoped in Egypt, further demonstrating the scalability behind bright energy ideas that help to support our energy dependent futures and communities.

The pitch is a sustainable donation due to last for at least 25 years with the potential for extension. Shell have further plans for this technology, a pitch is currently being built in Nigeria and another scoped in Egypt, demonstrating the scalability behind bright energy ideas that help support our energy dependent futures and communities. Videos of the pitch’s PR launch, attended by football legend Pele, and short films produced by Condé Nast were shared across social platforms. Within a month the project gained more than 320 global earned media placements across 20 countries with the first 48 hours following the event seeing 114 pieces of coverage globally. The Shell Facebook post featuring a video from the event was the most successful promoted post in 2014 for Shell, with 47 million impressions and an engagement rate of 18%. Overall the engagement rate for this video was the most engaged with piece of content ever for Shell across all lines of business against the global industry benchmark of 4%. Exposure to the campaign strengthened belief in and familiarity with the brand as a leader on providing innovative energy solutions (+8.1%) (Source: Millward Brown, 2014).