SHELL - POWERING PROGRESS
NORTH AMERICA
Shell is finding ways to bring more energy to more people in more ways every day, so that everyone can be a part of the changing energy landscape. Powering Progress became their campaign rallying cry – providing more and cleaner energy across the country from Indy Car, to the Houston Dash, to small business owners and beyond. From the East Coast, to the West Coast, to the Gulf Coast
We wanted to make sure their massive efforts were front and center, but reflected the human impact of their custom energy solutions. A dynamic campaign resulted – leveraging the high energy of IndyCar, the emotional, and inspiring lift of sports and the heartfelt importance and local impact of small business – Shell could reveal the whole powering progress picture by "story doing" not just story telling.
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Check out the work below.
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Credits: Ad Agency: - Wunderman Thompson Atlanta: Jared Kozel (ECD), Fallon Parker (ACD Art director), Jefferson Rall (Senior Art Direction & Design), Ransom Haywood (ACD Writer), Caroline Lancaster (Senior Writer), Gregory Lane (Producer). All music is from the Shell Sonic Branding suite of original music.
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Story 1: With the debut of Shell Renewable Race Fuel, the NTT INDYCAR SERIES is lowering emissions by 60% as the first US-based motorsports series to power racing with 100% renewable race fuel.
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Story 2: Dash and Dynamo are making their home games – and the beautiful game – a lower carbon experience, lighting every match at Shell Energy Stadium with a 100% renewable electricity plan from Shell Energy.
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Story 3: Small businesses are driving forward by reducing emissions via the work vans they use every day with EV charging from Shell Recharge and Penske.
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PHOTOSHOOT ASSETS
INTERNAL COMMUNICATIONS & COLLATERAL
Our Internal Comms strategy utilized 4 major launch events held at main Shell campuses throughout the country. We connected the tagline EVERYBODY FORWARD with the Shell employees, making them a part of the Powering Progress initiative. In order to pull this off a campus photographer was commissioned to set up a templated booth and capture as many employees willing to participate as possible. The outcome was overwhelmingly powerful, and unifying.
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SOCIAL - SELECT INDY CAR SAMPLES / NORTH AMERICA
