In 2015, Shell briefed POSSIBLE to make audiences more aware of the Shell Eco-Marathon, a company run sporting event that asked university students to design & create cars that could run on limited fuel. Despite having a great hook, the Eco-Marathon’s awareness level in the public domain had remained low. Seeing the success of working with Pele in 2014, Shell tasked the team to find another famous voice to bring this activation to a more diverse audience. Collectively, everyone agreed that Jay Leno, a famous auto-collector himself & creator of his own auto-collecting TV show ‘Jay Leno’s Garage’, would be a good fit for this execution.
An added complexity to this project was that the fixed deadline for the project had already been set before we revived our brief. Jay Leno was due to speak in a live 1:1 interview only 6 weeks after the brief, and at this moment he was going to sponsor the event live in person. To support this message on morning news, Shell wanted to have adbuys in the ad breaks with a custom TVC ad spot for Jay Leno to link to.
Our team worked together with JWT & Mediacom to create the ads, assets & custom web-design to launch this ad campaign.
#MakeTheFuture Eco-Marathon [USA]
What We Did
UI/UX Design, Video Production