BEST DAY OF MY LIFE

ClientSHELL GLOBAL
Category C03. Use of Social Platforms
TitleBEST DAY OF MY LIFE
Product/ServiceBRAND
Entrant SHELL BRANDS INTERNATIONAL Baar, SWITZERLAND
Idea Creation SHELL BRANDS INTERNATIONAL Baar, SWITZERLAND
Idea Creation 2 EKO New York, USA
Idea Creation 3 PARTICLE 3 Brooklyn, USA
Idea Creation 4 CORD WORLDWIDE London, UNITED KINGDOM
Media Placement MEDIACOM London, UNITED KINGDOM
PR EDELMAN London, UNITED KINGDOM
Production SHELL BRANDS INTERNATIONAL Baar, SWITZERLAND
Production 2 EKO New York, USA
Production 3 PARTICLE 3 Brooklyn, USA
Production 4 CORD WORLDWIDE London, UNITED KINGDOM
Production 5 J. WALTER THOMPSON London, UNITED KINGDOM
Additional Company REALMOTION INC. New York, USA
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
Yoni Bloch Eko Chief Executive Officer
Daniel Jackson  Cord WW C.E.O, Founder
Paul Trillo Particle3 Director

The Campaign

Optimistic digital and events focused programme of activity, tapping into a genuine passion point for this audience: music. 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.

Creative Execution

The Best Day of My Life music video united acclaimed performers all around the world such as Pixie Lott, Luan Santana, Tan WeiWei, Jennifer Hudson, Yemi Alade and the legendary producer, Steve Aoki. Each of the artists represented an energy startup supported up by Shell. The video was launched on social networks, featured in landmark squares in NY, London and Buenos Aires. We also made an interactive version where users could create their own sound and visual combinations and it made history as Snapchat's first interactive vertical music video. But it didn't end there. The artists also visited Rio de Janeiro spreading the energy innovations and setting up a rooftop concert that was broadcasted via Facebook Live.

Results

The music video received more than 816 million views in 99 markets, becoming top viral campaign for several weeks and one of the most shared video adverts of 2016 - the best-performing content in Shell’s history. An interactive version of the video was shown to hold the attention of digital natives 12 times longer. 329 pieces of coverage across lifestyle, news, music and business titles were achieved and The Guardian – a long-standing Shell critic – wrote one of the most positive pieces; praising Shell for its leadership in engaging a global millennial audience in the energy debate. Best Day of My Life made energy problems visible, tangible and shareable. Beyond music video, it was an invitation to make a better future together.

The campaign is tapping into one of the main passion points of our target to make our message relevant to them, building a relationship and creating a participative and honest conversation as a result.

Millennials want to be part of something bigger than themselves. We can get their attention through their passion points, inspiring them, raising awareness of the solutions available and how easy it is to participate, offering them an optimistic invitation to participate, and engaging their interest and participation.