The first buses powered by coffee. In London, we created 30,000 litres of B20 biodiesel made partyly from coffee oil, harvested from coffee grounds collected from coffee shops. Commuters in London were effectively powering their own commute, with waste coffee being used to fuel London buses. This reduces CO2 emissions and captures an energy source that otherwise would have gone to waste.

We created a new form of bio fuel, part of a campaign designed to capture our audience's attention. By demonstrating the brand's commitment to creating more, cleaner energy, we created an idea that attracted global news outlets and allowed us to reach audiences in our key markets. By allowing people to physically ride on coffee powered buses, we amplified the impact of the idea and drove further engagement.

News coverage was the most successful result for any campaign for Shell Brand, with 1174 articles of news coverage, and 11.9 billion impressions. Video views totalled 42million with engagement rates 7% higher than industry sector benchmarks.

The world needs more, cleaner energy. By 2050, the energy demand will be double current rates. It takes creativity and ingenuity to find ways to make more of what we have, use less of what we have, and harness the waste and other by-products of industrial processes.

Our brief is to engage a global audience into the the critical subject of the energy transition. To help people understand the complexities, while demonstrating that our client is helping the world through the energy transition the campaign highlights how collaboration between Shell, entrepreneurs, influencers and the public is accelerating the development of more and cleaner energy.We do this by helping to create or enable new forms of energies. New ways of harnessing energy, and of transforming types of energy. Once we launch this, we create comms, fame and content about the story.