Shell: The Power of Sport
HUMAN ENERGY LIGHTS UP A COMMUNITY
Shell is a modern energy company dedicated to creating a sustainable energy future. But with consumers lumping all “big oil” players together, we needed to show people Shell’s investment in developing technology and safeguarding community – now and for generations to come.
One of the world’s most significant energy challenges is that by 2050, the global population will be 9 billion, with emerging markets in particular needing smarter energy solutions to sustain their rapid growth.
The World Cup in Rio de Janeiro was the perfect opportunity to engage the world, with the city in particular representing all communities facing debilitating energy concerns. When it gets dark, for example, most children have nowhere to play safely due to Rio’s energy limitations.
Our solution was the “Power of Sport” project, which harnessed energy from an unexpected source: the movement of people playing football.
In celebration of the positive energy around the World Cup, we brought back to life a neglected football field in a Rio favela using solar panels and kinetic tiles (created by Shell LiveWire winners Pavegen).
This meant that when children played on the field, the energy from their movement was harnessed to power the floodlights in the stadium. It was an incredible sight, with Shell giving youngsters a safe place to play both day and night and resurrecting a sense of vibrancy in the community.
We invited the world’s most famous footballer – Pele – to kick the first ball at a press-heaving opening.
To ensure our story traveled beyond Rio, we partnered with Conde Nast for a dynamic and video-centric. Together, we produced three cinematic short films – “The Power of Innovation,” “The Power of Community” and “The Power of Potential” – with each speaking to different thematic elements of the Shell brand platform: the technology and personalities behind the innovation, the impact on the community and the bright young minds inspired by it.
We brought it to life across four of Conde Nast’s biggest publishing brands – WIRED, New Yorker, Architectural Digest and Vanity Fair – each lending credibility and variety to our story.
And we followed with a global, integrated media campaign, with content housed on Shell platforms and distributed across Conde Nash channels, all tagged with the inspiring call-to-action (#makethefuture) encouraging consumers to explore further and get involved.
Not only did we inspire the local community – with the refurbished field in Rio still in continuous use – but our impact was felt around the world.
Within the first few weeks of the launch, we saw 300+ pieces of media coverage in over 20 countries, with content engagement and video completion rates far exceeding industry averages.
Most importantly, we got people thinking about Shell differently, with significant increases in brand familiarity and people describing Shell as a leader in innovative energy solutions.
The industry has noticed, too: “Power of Sport” won a Cannes Media Lions Award, the first-ever Internationalist Making a World of Difference Award, a gold Internationalist Award for Innovation in Media and has been shortlisted at both the Festival of Media Global Awards and M&M Global Awards.