| Title | #MAKETHEFUTURE |
| Brand | SHELL GLOBAL |
| Product/Service | BRAND |
| Category |
B11. Sponsorship & Partnership |
|
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
| 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.
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. We kick-started an energy relay across 4 continents in the Santa Marta favela, to launch the Best Day of My Life music video through Facebook Live concerts with the artists, two favela tours showcasing Shell-supported energy innovations and a press
conference with all spokespeople. 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. We hosted top-tier Nigerian and Kenyan journalists in a two-day media programme within the Tour. Capture Mobility turns the wind from traffic into electricity. MotionECO turns used cooking oil into biofuels. And bio-bean collects waste coffee grounds and generates energy to heat entire buildings.
We created more than 350 unique pieces of content and more than 535 earned media pieces of coverage including in titles
providing Shell with positive hero coverage across multiple markets including E!News, The Guardian, People’s Daily, Fox 5 –
just to name a few. Message penetration was on average 85% across the entire campaign reaching 1.8 billion people across
earned media.
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 Situation
#makethefuture is a positive, optimistic, interactive programme of activities consisting in more than 350 unique
pieces of content, direct experiences, events, partnerships with artists, celebrities and media channels, supported innovation
technologies and product design, all of it amplified by a strong PR strategy achieving outstanding results.
The Strategy
In 2016, the #makethefuture campaign fully embraced a non-corporate approach by collaborating with celebrity ambassadors and leveraging new social media channels to invite the public to look at Shell with a different perspective, and placed Shell in media
titles in which it had never featured before. Through our story-telling in earned media, Shell was able to showcase how the
campaign is bringing real-life benefits to low-income communities, and spark an ongoing conversation around the need of more
and cleaner energy amongst millennials.