#MAKETHEFUTURE

ClientSHELL GLOBAL
Category A08. Corporate Image
Title#MAKETHEFUTURE
Product/ServiceBRAND
Entrant SHELL BRANDS INTERNATIONAL Baar, SWITZERLAND
Idea Creation SHELL BRANDS INTERNATIONAL Baar, SWITZERLAND
Idea Creation 2 EDELMAN London, UNITED KINGDOM
Idea Creation 3 IMAGINATION London, UNITED KINGDOM
Idea Creation 4 J. WALTER THOMPSON London, UNITED KINGDOM
Idea Creation 5 PICNIC Madrid, SPAIN
Media Placement MEDIACOM London, UNITED KINGDOM
PR EDELMAN London, UNITED KINGDOM
Production EKO New York, USA
Production 2 IMAGINATION London, UNITED KINGDOM
Production 3 J. WALTER THOMPSON London, UNITED KINGDOM
Production 4 CORD WORLDWIDE London, UNITED KINGDOM
Production 5 COLLOQUIAL London, UNITED KINGDOM
Additional Company STARSTRUCK MEDIA London, UNITED KINGDOM
Credits
Name Company Position
Dean Aragon Shell Global CEO Shell Brands International AG & Global VP Brand
Malena Cutuli Shell Global Global Head of Integrated Brand Communications & Marketing Capability
Fernando Vega Olmos Picnic Founder & Chief Creative Officer
Alex Pallete Picnic Founder & Chief Strategy Officer
Lucas Peon J. Walter Thompson London Executive Creative Director
Jonathan Terry J. Walter Thompson London Integrated Partner, Head of JWT Live
Jimmie Stone Edelman Chief Creative Officer
Jiri Bures Imagination Creative Director
David Drummond Colloquial Creative lead
Daniel Jackson  Cord WW C.E.O, Founder
Paul Trillo Particle3 Director

The Campaign

#makethefuture is a global collaboration platform that brings to life the bright ideas for tomorrow’s energy challenges. We believe that synergy is the future of energy and only together we can achieve our goals. #makethefuture is not about collaboration for the sake of collaboration, it’s about making it meaningful, an invitation for communities, innovators, influencers and everyone else to join us and help turining bright energy ideas into life-changing actions.

Creative Execution

We partnered with various energy startups: Pavegen generates energy from footsteps. We launched the world's first kinetic football pitch Morro da Mineira, Brazil that is lit by the player's kinetic energy. GravityLight turns the weight of a bag of rocks into 20 minutes of light. We spent 50 nights in Kenya replacing dangerous kerosene lamps with clean and sustainable alternative. Capture Mobility turns the wind from traffic into electricity. We connected an entire community in Rio to its most natural source of power through Insolar solar panels. MotionECO turns used cooking oil into biofuels. And bio-bean collects waste coffee grounds and generates energy to heat entire buildings. We also partnered with music artists from around the world such and created a powerful music video: Best Day Of My Life showcasing all the energy ideas. Across all the year, we made consistent and relevant brand actions on spreading energy-related conversations.

Results

We covered 3,000 km across Kenya, reached 31,550 people face-to-face, got 16,340 Trailer Engagements and 2,674 Pre-registration sign-ups. According to roadshow research (Comic Relief and DOEN Foundation), 99% of kerosene users would not use kerosene if they had a GravityLight. In Morro da Mineira pitch there are 2 to 3 hours of play each day at night with local teams, something that never happened before. Business owners surrounding the pitch have said that there is a positive impact on business to have the pitch lit at night. The campaign achieved 2 billion impressions, more than 350 unique pieces of content were created and we obtained more than 535 earned media pieces of coverage including in titles providing Shell with positive hero coverage across multiple markets: E!News, The Guardian, People’s Daily, Fox 5. Message penetration was on average 85% across the entire campaign reaching 1.8 billion people across earned media.

#makethefuture is more than a campaign, it's a collaborative platform that helps bring bright energy ideas to life, establishing a long-term relationship with the target and making them participants in an honest and meaningful conversation around the future of energy.

First, we went on a search for startups that were currently working on clean energy solutions. We partnered with them and provided them with different resources and our know how to help bring their ideas to life. Meanwhile, we launched callings for students and energy enthusiasts to join us on bringing ideas for the future of energy, and we also supported their efforts. Also, we partnered with celebrities and artists that were committed to making the world a better place. Once we had connected all the dots, we started powering this bright energy ideas by creating relevant actions, content and experiences; on which we sparked change and invited everyone to participate.