Mid July saw Shell launch a new initiative called ‘Race for The Future’ to leverage its partnership with ABB Formula E Championship team Nissan e.dams and showcase future thinkers’ vision for e-mobility.
The energy giant linked up with the Nissan e.dams Formula E team for Season 5 of the ABB Formula E Championship in a partnership that primarily saw Shell develop energy and mobility solutions for electric vehicle drivers of the future.
Indeed, ‘Race For The Future’, developed in harness with sport and entertainment agency Octagon, is part of Shell’s ongoing commitment to ‘seek out future-proof energy solutions’.
The campaign was built around a two-part video series featuring Kami and Edward, two young and curious Shell ambassadors who see first-hand just how new technologies developed through the partnerships might shape their lives in the future.
The first film sees the pair head to the Berlin ePrix race to meet the Nissan e.dams racing team and learn more about this new partnership and the exciting new world of Formula E.
While the second spot focuses on Kami and Edward visiting Shell’s technology centre in Hamburg where they meet Shell scientists, learn, and experiment with how e-fluids, electric charging and renewable energy solutions from Shell will help improve the driving experience for al EV drivers around the world.
Both episodes were amplified through both Shell’s and Nissan’s global motorsport social and digital channels.
“This great campaign is a fun and intuitive way of telling an initially technical story to a wide audience interested in the mobility solutions of the future,” commented Nicholas Meyer, Shell’s Formula E Strategic Partnership Manager.
“Moreover, Kami and Edward help showcase how Shell is transforming to become an energy solutions provider and key player in the e-mobility space”
The campaign was created by an Octagon team led by Regional Business Lead Seb Smith and Group Account Director Olly Mitchell.
Comment:
This initiative adds to Formula E’s growing heritage for energy ecology and sustainability marketing campaigns and initiatives.
Another recent example from this season’s Berlin ePrix was the ‘Celebrate Change’ initiative fronted by Nico Rosberg and the ABB FIA Formula E Championship which launched the Greentech Festival (see case study).
The campaign also rolled out during a period in which a growing number of independent advertising and marketing agencies have pledged to abstain from fossil fuel briefs and declare their high-carbon clients inspired by the Extinction Rebellion movement.
The #CreativesForClimate movement was launched by ‘change agency’ and ‘sustainability consultancy’ Futerra, and now has around 80 agencies on the list.
The pledge (which you can sign up to re) states: “If you’re an agency or creative who recognises the state of the world we live in, and want to doing something about it, read our Climate Emergency and Creative Conflicts letter and declare your commitment.”
Links:
Shell
https://www.youtube.com/user/Shell/
https://www.facebook.com/ShellUnitedKingdom
https://www.instagram.com/shell/
Octagon
Nissan e.dams Formula E
https://www.fiaformulae.com/en/championship/teams-and-drivers/nissan-e-dams
https://www.nismo.com/formula-e/
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