Brand hero as a magnet to attract Gen-Z to Shell's eco initiative
Creative idea
How does a brand like Shell step out of its comfort zone to engage a young, passionate and outspoken audience in Shell Eco-marathon, one of the longest-running global academic programs focused on energy optimization? To reach the Gen Z audience, we invented a TikTok creator named Bobbie as the host for the @shell_ecomarathong account. Genderless and raceless, Bobbie represents Shell Eco-marathon participants, embodying the audience. Always in a racing suit and helmet, Bobbie entertains Gen Z with content generated by a team of Gen Z creatives, focusing on student life, Gen Z interests, STEM innovation, and the Shell Eco-marathon program.
Brand name: Shell Eco-marathon
Advertiser / client: Shell International Ltd.
Product / service: A global academic programme focused on energy optimisation and one of the world's leading student engineering competitions.
Campaign name: Bobbie: TikTok for the love of STEM
Agency network: INDEPENDENT AGENCY
Agency: ALTAVIA.KAMIKAZE
Media agency: -
Digital agency: altavia.kamikaze
Additional company: ALTAVIA.HRG
Production company: altavia.kamikaze, altavia.hrg
Web address: https://www.tiktok.com/@shell_ecomarathon
Executive creative director: -
Creative director: Artur Sztarbało
Art director: Arkadiusz Śliwiński
Copywriter: Wiktor Szczepaniak, Patryk Krajewski
Designer: Kacper Duczek
Account director (agency): Emily Lewis, Katarzyna Barczuk, Magdalena Jastrzębska, Aleksander Malinowski, Katarzyna Kosińska-Rysz
Client account director: Pinar Tepiroglu, Jason Cruz Maria, Theresa Grande
Media director: -
Managing director: Michał Ryszkiewicz, Joanna Dering, Joe Ward
Strategic planner / strategist: Bartłomiej Brzoskowski, Friday O’Flaherty
Senior planner: -
Pr director: -
Photographer: Jakub Woźniak
Illustrator: -
Film production: Jakub Woźniak
Director: -
Director of photography: -
Music: -
Screenwriter: -
Agency producer: -
Post production: -
Post production producer: -
Digital production: altavia.kamikaze
