SHELL
Shell approached us with a simple ask - “we need our Labubu moment.” They understood that winning at ‘culture’ elevates your business from being a category commodity to a brand that audiences pick out of the crowd… or in this case, take the next exit for.
The smell of gasoline is very distinct, and very polarizing - some people love it, some people hate it. Few smells have as much innate tension - which offered Shell a fun opportunity.
THE IDEA
To get noticed, we wanted to step out of our comfort lane, while still staying on the freeway. So, we bottled ‘the smell of Shell’ into a this year’s must have LTO - a cologne that smelled like gasoline! What could be more American?
We sent Paul Rudd (famous for playing cologne aficionado Brian Fontana on the classic comedy Anchorman) the first bottle of Shell No.5, inviting him to post about whether it works “more than 60% of the time”. We then went on to engage media, influencers and our audience, rewarding Shell Loyalty Members a chance to score their own bottle of the good stuff.
Roles: Art Direction, Ideation
Tools: Photoshop, Illustrator, Indesign
Group Creative Director: Rohan Juneja
Associate Creative Director (Art): Shaun P
Associate Creative Director (Copy): Richard Tavares
EVP, Acount: Eric Searle
Project Manager: Megan Dickson
