Shell Film, Digital, Case study Best Day Of My Life

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Best Day Of My Life

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Industry Household maintenance & pet products, Corporate Image
Media Film, Digital, Interactive & Mobile, Case study
Market Worldwide
Production Particle3
Director Paul Trillo
Released May 2016

Awards

Eurobest Awards 2017
Digital Craft Overall Aesthetic Design Bronze Eurobest

Credits & Description

Client: Shell Global
Product (Service): Brand
Agency: Shell Brands International Baar, Switzerland
Entrant: Shell Brands International Baar, Switzerland
Idea Creation: Shell Brands International Baar, Switzerland
Idea Creation 2: Eko New York, Usa
Idea Creation 3: Particle 3 Brooklyn, Usa
Idea Creation 4: Cord Worldwide London, United Kingdom
Media Placement: Mediacom London, United Kingdom
Pr: Edelman London, United Kingdom
Production: Shell Brands International Baar, Switzerland
Production 2: Eko New York, Usa
Production 3: Particle 3 Brooklyn, Usa
Production 4: Cord Worldwide London, United Kingdom
Production 5: J. Walter Thompson London, United Kingdom
Additional Company: Realmotion Inc. New York, Usa
CEO Shell Brands International AG & Global VP Brand: Dean Aragon (Shell Global)
Global Head of Integrated Brand Communications & Marketing Capability: Malena Cutuli (Shell Global)
Chief Executive Officer: Yoni Bloch (Eko)
C.E.O, Founder: Daniel Jackson (Cord Ww)
Director: Paul Trillo (Particle3)
Synopsis:
The Campaign
Animated music video featuring key global talent, showcasing the ‘cool’ tech Shell supports which is helping to improve the lives of communities around the world.
Creative Execution
The search for vocalists began in November 2015. Within six months Jennifer Hudson (US), Luan Santana (Brazil), Pixie Lott (UK), Yemi Alade (Nigeria) and Tan WeiWei (China) had signed up. Each had style, talent, a huge following and a desire to #makethefuture. Next, we needed a song with an uplifting message and energy that would resonate with audiences. Renowned producer Steve Aoki created a cool new take on BEST DAY OF MY LIFE by American Authors, bringing the artists’ different cultures together. The video was shot in May 2016 in Brooklyn, New York. Every detail was planned to visually communicate the message of collaboration, from the candy-coloured sets to wardrobe for the talent. Through the use of cutting-edge interactive video technology, 3D animation, live action video and motion graphics the interactive video allows audiences to create their own personalized music video by engaging with the story of various energy initiatives and switch between the six artists as they sing the song. With
each touch and swipe, users are able to layer the soundtrack with various tunes and artist vocals. They can also click to engage animated elements of the Shell #makethefuture bright energy ideas, which will provide an illustrated example of these initiatives in action. A global distribution campaign was initiated via YouTube, Facebook, Twitter and Spotify, customizing the experience for each social platform. Deeper content was developed via editorial partnerships with relevant publishers including Mashable, and housed on a dedicated Shell #makethefuture Tumblr. On Snapchat, Best Day Of My Life premiered as the platform’s first interactive music video, successfully engaging across global markets.