Shell: The Power of Sport

Reinventing the Future, One Step at a Time

The Ask

Inspire the energy-enlightened consumer to reflect differently (and positively) about the energy industry and its future, with Shell leading the way as a true global innovator via three thematic pillars: The Powers of Innovation, Community, and Potential.

The Answer

23S created a robust, video-centric program, “The Power of Sport,” tied to Shell’s latest project: restoring a football pitch in a Rio de Janeiro favela using a mix of solar panels and new kinetic tile technology. The three original videos written and produced by 23S– “The Power of Innovation,” “The Power of Community,” and “The Power of Potential”—featured the charismatic Laurence Kemball-Cook speaking about each theme. The program also supported a rich custom ad experience across print and digital (mobile and tablet). Multiple Condé Nast brands organically drove viewership and engagement via their own social channels.

The Outcome

“The Power of Sport” truly defined “The Power of Storytelling.” To say it outshone all expectations is the understatement of the year: It doesn’t get much better than winning the prestigious Bronze Lion at Cannes, unless you count the numerous awards won back home in the U.S. Shell was delighted that not only were all of its storytelling pillars showcased, but its chief message of inspiring the energy-enlightened consumer positioned the company as a new leader in energy’s future.