|Category||A08. Corporate Image|
|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|
|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|
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 ExecutionWe 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.
ResultsWe 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.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.