Title	SHELL MORRO DA MINEIRA
Brand	ROYAL DUTCH SHELL
Product/Service	ENERGY SECTOR
Category	A10. Innovative Use of Technology
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
Jonathan Terry	J. Walter Thompson	Head of JWT Live/Director
Morten Legarth	J. Walter Thompson	Creative Technologist
Will Helm	J. Walter Thompson	Creative
Will Brookwell	J. Walter Thompson	Creative

Creative Execution

Following the pitch build and execution the creative promotional plan was implemented across multiple platforms. Word of the project instantly spread around the globe due to carefully orchestrated news bureau, content distribution strategy and print execution. A PR film was created overnight following the launch of 3 Condé Nast documentary films on people in the community involved in the pitch and a print execution based on the striking image of the pitch was launched alongside this.

To help visualise the impact of the project beyond the favela, photo and video content was created to share with media beyond those in attendance, and across Shell and Pele owned social platforms. Word of the project instantly spread around the globe due to carefully orchestrated news bureau, content distribution strategy and print execution. A PR film was produced overnight following the launch with 3 Condé Nast documentary films on people in the community involved in the pitch which were shared across digital platforms.

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. Shell utilised Pavegen kinetic paving tile technology by laying power generating tiles under the pitch surface to capture the energy from football players’ movements to light the pitch. This activation used 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.