AN EXPRESSION OF INNOVATION by Imagination for ROYAL DUTCH SHELL

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AN EXPRESSION OF INNOVATION

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Industry Business equipment & services, Corporate Image
Media Design & Branding, Case study
Market United Kingdom
Agency Imagination
Released June 2012

Awards

Cannes Lions 2012
Design Lions Offline Digital Design Bronze

Credits & Description

Type of entry: Digital Design
Category: Offline Digital Design
Advertiser: ROYAL DUTCH SHELL
Product/Service: PEARL GTL INTERACTIVE MODEL
Agency: IMAGINATION London, UNITED KINGDOM
Advertiser ROYAL DUTCH SHELL
Product PEARL GTL INTERACTIVE MODEL
Entrant IMAGINATION London, UNITED KINGDOM
Type of Entry: Digital Design
Category: Offline Digital Design
Title: AN EXPRESSION OF INNOVATION
Advertiser/Client: ROYAL DUTCH SHELL
Product/Service: PEARL GTL INTERACTIVE MODEL
Entrant Company: IMAGINATION London, UNITED KINGDOM
DM/Advertising Agency: IMAGINATION London, UNITED KINGDOM

Jiri Bures (Imagination)
Lucy Linacre (Imagination)
Neha Patel (Imagination)
Matt McGuire (Imagination)
Niel Wilson (Imagination)
Andy Law (Imagination)
Andy Barnes (Imagination)
Damian Bradbury (Imagination)
Carl Fospero (Imagination)
Christopher Johnstone (Imagination)
Jonny Milmer (Imagination)
Filipe lima (Imagination)
Paulo Pimento (Imagination)
Les Smithson (Imagination)
Scott McRae (Imagination)
Wesley Richardson (Imagination)
Christian Held (Imagination)
Danny Van Ottertdyk (Shell)
Maartje Snellen (Shell)

Brief Explanation
To devise an interactive experience which would inform a high-profile audience (including the HH Emir of Qatar, a member of the British Royal Family, regional dignitaries and international media) about the largest GTL plant in the world, at its official inauguration.
A key objective was to highlight Shell’s unrivalled track-record of innovation in GTL technology, while establishing the plant as the crowning achievement of the partnership between Shell and Qatar Petroleum.
Revenues from its extensive natural gas reserves have transformed Qatar over the past 3 decades. At peak capacity, Pearl GTL will account for almost 10% of Shell’s total production.

Describe the brief from the client
Shell chose 'Imagination' to design an interactive installation to inform a high-profile audience (including the Emir and international dignitaries) about the Pearl GTL plant in Qatar. The installation would engage experts and novices at the plant’s inauguration, ultimately becoming a permanent exhibit within the National Museum of Qatar. Imagination was briefed 8 weeks before the inauguration date.




Describe the creative solution to the brief/objective.



Combine a striking physical illustration of the plant’s scale and sophistication with a wealth of interactive digital content.
Design and built a beautifully-crafted 4.5m² scale model of the plant, made of 1,600 Perspex blocks, each assembled from up to 6 components. Each component is up-lit and brought to life by 15 LCD screens playing high-definition process animations.

The model is surrounded by 12 touch-screens which give users access to hundreds of supplementary videos, animations, stills and text-captions, allowing them to explore the plant, its products and people in more detail as individuals or as part of a hosted group presentation.




Describe the results in as much detail as possible.



DannyVanOtterdyk Head of CX Production Services: “this piece of experiential communication will go down as one of our most successful and impressive pieces we have produced and the impact it had was there for all to see".

The project received extensive, high-profile regional and international media attention. At the Shell’s stand for the World Petroleum Congress, visitor research revealed that the Pearl GTL story was the most clearly remembered. It will become a science-teaching resource for students of all ages at the Education City - Doha, and be part of a permanent display at the new National Museum of Qatar in 2015.