Creative Oath MediaCom

Ad of the day: Shell takes its 'Make the Future' campaign to the next level with music


By Shawn Lim, Reporter, Asia Pacific

February 13, 2018 | 2 min read

Shell is hoping to take its ‘Make the Future’ campaign to the next level by producing a music video.

The campaign features five global artists and celebrates five cleaner energy solutions across four continents that are helping provide access to cleaner energy and support local communities

Created by Oath and Mediacom, the music video, titled ‘On Top of the World’, is brought to life through a crafted WebGL “Globe” activation, created by Oath’s RYOT Studio global solutions team in collaboration with UNIT9. This allows people to explore the five cleaner energy projects featured within the music video through its interactive design.

Users can explore the five cleaner energy projects by moving around the world and zooming in on each of the locations of the projects to find out more.

These projects are Insolar, which provides solar energy access to low income communities in Brazil, GravityLight, which creates sustainable and cleaner light for families and children in Kenya, Shell Natural Gas, which provides cleaner cooking with natural gas in India, Shell’s partnership with Global Alliance for Clean Cookstoves, which brings clean cook stoves to families and creating healthier homes in China, and Shell Hydrogen, which creates additional cleaner transport choices for the future in the USA, Germany and the UK.

The content will reach audiences across five markets (US, UK, Brazil, Singapore, and India) using Oath’s Tumblr, its Yahoo Gemini and BrightRoll premium video distribution and syndication channels, driving audiences to the interactive ‘Globe’ to explore the content.

“The future of energy is an important global topic. Our team worked with Shell and MediaCom to bring a new, interactive angle to their music video that engages audiences around this message,” said John DeVine, chief revenue officer at Oath.

“By combining the creativity of RYOT Studio and Tumblr with our premium video distribution channels, we’ve created a holistic experience for millennials across five markets to explore projects that Shell has highlighted as helping solve tomorrow’s energy challenges.”

Shell: advert-top-1 by Oath & MediaCom

By Shell

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