There were many contributions from talented teams that help deliver this monster 360 campaign.
The brief was a tricky one (but when aren't they), in a time when fuel prices were going through the roof Shell wanted to get consumers to not only choose them when buying fuel but also buy the more expensive option at the fuel pump - Shell V-Power (the same fuel that Ferrari use in all their F1 cars)
It's tricky to get consumers to pay more for a product that they can't see and most oddly from a crappy looking petrol pump that looks just like all the cheaper fuels.
Our main target was people who love their cars and will want to look after them, so we created a beautifully crafted 'high performance' nozzle design befitting a preium fuel. This didn't just feature in the advertising, it actually went into production at a select few forecourts.
As we speak (5 years down the line) there are still discussion being had about introducing the premium nozzle worldwide - but don't hold your breathe.
The Nozzle accompanied a TV ad and Print campaign that ran in seven Global markets and took nearly two years to bring to fruition, that's giant client for you.
We also produced an all singing, all dancing website 'The V-Power Engine Room', that highlighted interesting facts and science and history about the fuel and Shell's exciting partnership with Ferrari.
Nick Thompson and Dave Woods
PRINT: Josh Haines, Matt Searle and Sarah Levitt, Dave Woods, Nick Thompson.
TV: Mark Norcutt and Laurence Quinn.
WEB: Chris Chance & Lewis Bish.
Design: Lee Casey & Andy Carlisle