Title	GENERATION DISCOVER FESTIVAL
Brand	SHELL
Product/Service	SOCIAL INVESTMENT
Category	D01. Live Events
Entrant	SHELL Den Haag, THE NETHERLANDS
Idea Creation	BRANDBASE Amsterdam, THE NETHERLANDS
PR	EDELMAN Amsterdam, THE NETHERLANDS
Production	BRANDBASE Amsterdam, THE NETHERLANDS

Name	Company	Position
Anne Schreuder	Shell	Project Director
Claire Rutteman	Shell	Project Manager
Delphine Tilman	BrandBase	Project Manager
Jesse Post	BrandBase	Creative Director
Edwin Kool	BrandBase	Creative
Edwin Servaas	BrandBase	Designer
Anne Oosterveen	Edelman	PR Director

Background

Our world is facing a serious challenge. Two billion more people and a double demand for energy, water and food. Shell plays a key role in the global energy market. New talent like engineers, scientists and inventors are crucial. But in the Netherlands, a knowledge-based economy, demand exceeds supply. Students foster negative views on the subjects. How can we turn this around and have children develop a real interest in science and technology? Clear KPIs for 3rd edition of the festival in 2018: - Deliver an event with at least 20,000 visitors - A minimal visitor rating of 7.5/10 - Encourage youngsters to consider 'future paths’ in science - Convince & encourage teachers to give more science lessons - Turn the festival into a partner-supported initiative - Show visitors, press and bystanders that science&tech are essential to societal progress - Put Shell in a leading role in promoting STEM education

Describe the creative idea (40% of vote)

Generation Discover Festival. 35,000 visitors. Five days. One action-packed festival of science and technology to inspire the next generation. A place where youngsters explored the opportunities & excitement science & technology offer. Full of experiences and hands-on workshops such as; building future cities, solving cyber crime mysteries and racing a DIY-built salt water cars. Learning by doing. A place that trigger curiosity and encourages kids to go explore. A rewarding way of truly sparking the interest of the next generation. Shell is a company that has science & technology at its core. The fact that we came up with an event as a solution to tackle the vast shortage of technically skilled people in the Netherlands was surprising. We managed to amaze youngsters and give them many good reasons why to fall in love with science, innovation and technology. We encouraged teachers to spend more time on the subject.

Describe the execution (40% of vote)

At the start of the festival, visitors were welcomed through an interactive audiovisual tunnel were they were introduced to the festival's narrative. After this immersive experience, visitors were able to explore the domes; a futuristic, innovative appeal that gives the festival a modern look & feel. Inside the domes, visitors experienced all about energy, bringing their own creative ideas to life. From crafting and test-drive a self-built windmill to building and racing a toy car that runs on salt water. The visual story is a very thought-through mix of attractive visuals, challenging interactions and relevant narratives that combined content with adventure, suitable to both kids & adults. Finally, there was a main stage where live science shows were hosted.

List the results (20% of vote)

Festival results * 35,000 visitors in 5 days * 8.8/10 rating by visitors * An increase of 36% of the kids now aspiring a technical or scientific career * 84% of the teachers that are willing to teach more science subjects in class * 25 industry partners * The shell brand appreciation number went up from 6.3 to a stunning 7.5 after the festival Media results * 308 media publications * 4 video blogs - online * 98% neutral to positive tonality * 116.728.225 total reach (impressions) offline and online We wanted to do something special to truly spark the interest of the next generation to consider a career path in one of these fields. That is how we have placed Shell in a leading position when it comes to advocating STEM education in The Netherlands.