AGENCY
VML
WHAT I DID
Ideation
Art Direction
STEP 1
Social Heat Up
STEP 2
Manifesto
BACKGROUND
Shell, the world's leading global lubricant supplier, has a long history in Vietnam, dating back to 1894, and has been closely associated with significant milestones in Vietnam's history.
Seeing the opportunity in the strong history and the similarity between Shell’s colors to those of Vietnam’s flag, Shell wants to generate an epic comeback in 2022 with a campaign that ties Shell’s spirit and image to Vietnam’s.
CREATIVE SOLUTION
The Idea: VIETNAM RESILIENCE STORY
The Vietnamese never stop, and never will. The campaign tells the resilient story, celebrates the spirit, and encourages the next generations to keep riding on through every rise and fall. Shell will always be the companion on the road of resilience, whether it’s yesterday, today, or tomorrow.
Stopping would never be
a choice.
The campaign starts with a burning question: ‘What would happen if I had chosen to stop?’
Shell - The witness to Vietnam's resilience.
The story of the Vietnamese resilience with Shell is told through the eyes of a 30-year truck driver. Witnessing the people’s resilience and kindness throughout 30 years on the road, the truck driver has also witnessed the presence of Shell’s companionship throughout history.
Following with a series of visual which positioned Shell not just as an engine oil brand, but as a long term companion to Vietnam’s constant movement forward, from the past to the future.
STEP 3
Amplify
During the pandemic, while millions of people were forced to change career, we seized the opportunity to amplify the message.
Đổi đường, không đổi đích
The campaign celebrated the resilience of people navigating uncertainty during lockdown. We featured 5 portraits of real people, whose careers had been taking a temporary detour, but all shared the same hope: one day, life would move forward again.
Through emotional and visual driven storytelling, Shell positioned itself as a companion through periods of change, always supporting those who may have taken different roads, but never lost sight of where they wanted to go.
