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Shell hits the road with Kaley Cuoco for a low carbon challenge


By Kyle O'Brien | Creative Works Editor

March 21, 2019 | 4 min read

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.

Shell challenge

Shell Great Travel Hack

‘The Great Travel Hack’ is an integrated, digital-first campaign that 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.

Cuoco hosts the first five episodes of Great Travel Hack series. The show looks to draw 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, the teams were challenged to travel coast-to-coast with the lowest CO2 emissions.

They 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. '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.

Dean Aragon, global vice-president brand at Shell said: “‘We all need to travel. The big question is can we travel further and faster with lesser emissions? Shell’s ‘The Great Travel Hack’ showcases a wide variety of vehicles, and fuel or energy choices, each tackling the challenge of reducing emissions. There really isn’t one solution, so we need to be open to a range of ideas and innovations.”

The content series has been developed to work across the digital ecosystem and, in a first for Shell, utilizes dynamic creative optimization programmatic.

Alongside the five episodes, a suite of creative assets including condensed episode formats and behind-the-scenes teasers have been created to reach the audience across multiple touch points.

The campaign was devised and created by J Walter Thompson, which worked with a production team from Carnage Films and a cross agency team from Edelman, VaynerMedia, UEG and Mediacom.

'The Great Travel Hack' challenge will continue across Europe and Asia over the next year.

Shell: The Great Travel Hack by J. Walter Thompson

By Shell

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