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Shell: The Great Travel Hack by J. Walter Thompson

Client: Shell
Date: Mar 2019
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Energy giant Shell has teamed up with The Big Bang’s Kaley Cuoco for a five-part content series that challenges young people to reimagine their daily travel plans if they want to be part of a lower carbon future. ‘The Great Travel Hack’ is an integrated digital-first campaign which will be housed on YouTube, targeting a younger audience interested in travel and what the future holds when it comes to ways of moving around.

Kaley hosts the first five episodes of Great Travel Hack series which draws on the universal passion points of travel and adventure and follows two teams of digital content creators, Sara Dietschy and John Hill v Joanna Franco and Damon Dominique (aka Damon and Jo) – as they battle it out on an epic journey from Los Angeles to New York City. Instead of trying to finish the fastest to win, the teams had to travel coast-to-cast with the lowest CO2 emissions.

The teams were aided along the way by ‘Mission Control’ – a team of experts including Shell scientists and Shell Eco-marathon students – who monitored the teams’ progress and offered advice to help them on their way.

Given that globally, transportation makes up nearly 30% of the world’s total energy use (according to IEA’s World energy balances overview, 2018), travelers are looking to reduce their impact on the environment, and ‘The Great Travel Hack’ hopes to show the world how people can hit the road, have fun, meet new people – or do business – but sharply reduce their carbon footprints.


Agency: J Walter Thompson

With: Edelman, VaynerMedia, UEG, Mediacom

Production: Carnage Films

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