CEO Shell Brands International AG & Global VP Brand
Global Head of Integrated Brand Communications & Marketing Capability
Chief Executive Officer
Animated music video featuring key global talent, showcasing the ‘cool’ tech Shell supports which is helping to improve the lives of communities around the world.
The search for vocalists began in November 2015. Within six months Jennifer Hudson (US), Luan Santana (Brazil), Pixie Lott (UK), Yemi Alade (Nigeria) and Tan WeiWei (China) had signed up. Each had style, talent, a huge following and a desire to #makethefuture. Next, we needed a song with an uplifting message and energy that would resonate with audiences. Renowned producer Steve Aoki created a cool new take on BEST DAY OF MY LIFE by American Authors, bringing the artists’ different cultures together. The video was shot in May 2016 in Brooklyn, New York. Every detail was planned to visually communicate the message of collaboration, from the candy-coloured sets to wardrobe for the talent. Through the use of cutting-edge interactive video technology, 3D animation, live action video and motion graphics the interactive video allows audiences to create their own personalized music video by engaging with the story of various energy initiatives and switch between the six artists as they sing the song. With
each touch and swipe, users are able to layer the soundtrack with various tunes and artist vocals. They can also click to engage animated elements of the Shell #makethefuture bright energy ideas, which will provide an illustrated example of these initiatives in action. A global distribution campaign was initiated via YouTube, Facebook, Twitter and Spotify, customizing the experience for each social platform. Deeper content was developed via editorial partnerships with relevant publishers including Mashable, and housed on a dedicated Shell #makethefuture Tumblr. On Snapchat, Best Day Of My Life premiered as the platform’s first interactive music video, successfully engaging across global markets.