Shell wanted to inspire millennials with stories of human ingenuity drawn from their open innovation programme, and motivate people on a massive scale.

We invited millennials to experience, share and contribute to Shell’s bright energy ideas in action at Make the Future Live, a festival of ideas and innovation that travelled to Detroit, Singapore and London.

Blending physical and digital worlds, it has a 2.2km race track, interactive exhibitions on the future of energy and a student engineering competition. All of which express the human side of the Shell brand.

Over 75,000 festival goers got to see the best minds from academia, society and government working together and walk away with a better understanding of the energy challenges we face.

With over 75% of visitors having an improved brand perception, for Shell, this is a vital engagement platform that helped to grow advocacy, demonstrate its future vision and reach over 180 million online.