LET'S GO is an invitation to come into a better energy future with Shell.

By 2050, the world's population will have grown to 9 BILLION. Demands on water, food and energy will be unprecedented. We don't yet know how we'll cope with demand.

Shell's idea was to demonstrate how important energy is today, in all forms, to the daily lives of three different people across the world. Because the only way to satisfy the growing demand of the future is to broaden the mix of energies.

Some sources will be renewable (eg. Biofuels from Sugarcane) and others will be affordable, large scale and cleaner (like using natural gas to generate electricity with around half the CO2 of using coal).

We wanted to create one integrated story, told in more depth across multiple channels, to create a campaign that demonstrates the centrality of energy in our lives and Shell's role in helping to build a sustainable energy future.

CAMPAIGN SUCCESS
Brand Impact was significantly improved across three key metrics, that Shell is: actively addressing future energy needs; a leader in providing innovative energy solutions; and listens and responds to the needs of customers - in all of these markets;

Market addressing future energy needs leader in providing innovative energy solutions listens and responds to the needs of customers
USA Up 18% Up 15% Up 18%
BRAZIL Up 17% Up 12% Up 16%
AUSTRALIA Up 15% Up 20% Up 21%
MALAYSIA Up 15% UP 13% UP 9%
Data contrasting between Q2 2012 and Q4 2012.

With Clients, the Global Energy Mix was well received and internally launched across a corporate network. The work continued to develop the 'Let's Go' campaign in line with objectives to project an innovative corporate image of the Shell brand.

LAUNCHED & EXECUTION
We weaved three character's stories from China, Brazil and USA. The spot appeared thousands of times across seven markets, also viewable via YouTube, Shell.com and Facebook.

In 9 markets, Press gave in-depth background to campaign themes. Award-winning photographer Christopher Pillitz captured humanity in recognisable reportage style. The same characters and locations similar to the film's stories were featured.
iPad/tablet versions enhanced Press with TV ads in magazines like WIRED.

Our hero press execution also embedded augmented reality, so smartphone users could watch the TV ad another way.

Video banners in 3 markets featured character 'day in the life' edits. Pointing to Facebook, users discovered an interactive experience.

This experience lived across YouTube, Facebook and Shell.com, where users chose their own path through the TV's stories; clicking to overlay infographics, discovering the facts behind the energy messages in the film, and sharing with friends on social media.