Client
Project Type
Power forward
The Introduction
As Shell Energy continues its transition toward more sustainable energy solutions, there’s a growing need to reshape how the public sees the brand. Power Forward is a conceptual campaign designed to bring this evolution to life — visually and meaningfully. Through bold, urban placements, we aimed to tell a story of progress, innovation, and accessibility, putting everyday people at the heart of Shell’s renewable future.
The Problem
Shell is globally recognized, but often associated with traditional fossil fuels. As the company pivots towards cleaner, more renewable energy sources, it faces a critical communications challenge:
How do you shift brand perception while maintaining trust and recognition?
The campaign needed to:
Reflect Shell’s commitment to clean energy without greenwashing.
Connect with commuters and city dwellers in a real and relatable way.
Tell a cohesive story across multiple formats — from billboards to transport media.
The Solution
We developed Power Forward, a campaign built around everyday moments of progress. Using large-scale, real-world placements and confident, minimal design, the visuals highlight Shell’s role in enabling change — whether through solar infrastructure, EV adoption, or skilled workforce contributions.
Key Visuals
Three core billboard executions were created, each featuring a custom two-word tagline:
Build Brighter – Celebrating hands-on innovation in solar energy.
Charge Change – Emphasizing the rise of electric vehicles and clean power access.
Fuel Progress – Honoring the people and technology powering a new era.
Transit Displays
To extend the narrative into commuter spaces, we developed two platform posters:
Fuel Progress (Train Display): Featuring solar technicians at work, reinforcing technical excellence.
Charge Change (Train Display): Highlighting real-world EV usage in modern urban life.
Creative Approach
Unified Brand Language: Shell’s color palette and logo are woven subtly yet confidently into the designs.
Flowing Energy Ribbon: A graphic motif that links the campaign visually and symbolically.
Human-Centered Photography: Authentic moments that reflect the future of energy in action.
