Shell/Truckers

PROJECT: LISTENING POST

CLIENT: SHELL

WHAT: VR, INTERACTIVE WEBSITE, VIDEO, PHOTOGRAPHY, EXPERIENTIAL WORKSHOP

result: First in category at BRAND Film Festival 2018

About the project

The global trucking community represents the core of Shell Rimula’s audience, yet as a global brand, Shell’s understanding of trucker life was lacking. This came to a head when the Shell team decided to shift their new campaign from functional messaging to a more emotional position for their brand. Enabling this shift meant giving the Shell team an emphatic understanding of the issues that truckers face on a daily basis.

my role

As the project's creative director, my goal was to maximize engagement through innovation. I created an accessible platform for our content, granting clients the freedom to explore and immerse themselves. I introduced 360 cameras to facilitate remote stakeholder involvement, a pioneering move for Shell.

the website

The Listening Post website provided clients with seamless access to project content, including reports, video edits, and photography. Its design actively encouraged independent exploration. Additionally, individual markets were equipped with interactive maps, enabling users to click on specific areas for an immersive 360 video experience of each location.

The result

The work fed into the global campaign, Real Destinations, which placed emphasis on the key themes from our work, such as loneliness, family and pride.

One of the portrait films about a truck driver in the US.

The workshop

We hired a disused car mechanic workshop in Dalston to host the workshop. The attendees were given trucker gear to wear and a ‘Top Trucker’ card which they could play with throughout the day. The workshop also had VR booths and iPads with all the content from the project to explore.