We identified a neglected community football pitch in Morro da Mineira, a Rio favela. Shell worked with the local community to renovate it, laying kinetic tiles under the pitch surface.

We invited world’s most famous footballer – Pelé – to kick the first ball, creating news for consumers around the world.

We followed with a global, integrated media campaign, creating cinematic short-film content in partnership with Condé Nast, distributed online and via social media.

We promoted Pelé’s tweets and put paid-for promotion behind Shell posts and tweets.

The message thrived on digital, directing people to Shell’s #makethefuture social properties.

Our impact was felt around the world.

In the first 48 hours, there were 114 pieces of media coverage globally. We hit 320 placements in more than 20 countries in six weeks.

The 38 pieces of content we created for Shell’s owned media and Pelé’s channels reached more than 35.2m.

The Facebook post featuring an event video was the most successful of 2014 for Shell, with 47m impressions.

People now think differently about Shell, with significant increases in brand familiarity (+12.8 points), "working to provide a sustainable energy future" (+8.0) and "a leader in providing innovative energy solutions" (+8.1).