The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Design for the Greater Good / For-Profit Initiated
Annual ID
150546A
About the Work
We developed a platform called #makethefuture, which hosted compelling stories from within and beyond Shell to inspire the next generation of bright scientists and engineers to work for energy companies. To launch we needed a dramatic example of clever engineering that touched the hearts and minds of young people. Shell wanted to support a community cause using innovative technology. We used football to unite popular culture, engineering and humanity in one activation. Shell refurbished a run-down football pitch in a Rio de Janeiro favela which, unlike other areas, had not benefited from tourism and private enterprise. Kinetic paving tales were used to capture energy from players’ movement so that the more children play the more light they create and the longer they can play after sunset. This demonstrated Shell’s ambition for nurturing ideas, encouraging innovation and opening eyes to the opportunities science can offer.
2015 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
J Walter Thompson / London
Creative Director
Axel Chaldecott
Executive Creative Director
Russell Ramsey
Agency Producer
Tom O'Donnell
Creative Team
Will Helm
Will Brookwell
angela bassichetti
Fabio Maca
Jonathan Terry
Morten Legarth
Rob Alexander
Olivia Johnson
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