As part of its #MakeTheFuture campaign, Shell released a music video for 'On Top of the World,' starring five global artists, each representing a different clean energy initiative. In the project, Jennifer Hudson, the UK's Pixie Lott, Brazilian Luan Santana, Nigerian Yemi Alade and Indian Monali Thakur come together to sing about clean energy solutions.
The Millennial-targeted campaign is devoted to sharing Shell's commitment to sustainable energy projects. As Malena Cutuli, group head of integrated brand communications at Shell describes: "Shell’s own macro challenge is particularly tough, so amidst deep cynicism and complexity, we needed to develop a disruptive approach to engage young people in our new energies mission."
Last year, Shell's 'Best Day of My Life' music video became one of the most shared videos of the year, collecting hundreds of millions of views across multiple platforms.
Millennial-Targeted Energy Campaigns
More Stats +/-
Pizzeria-Themed Rapper Apparel
Makeup Brand Music Videos
Iconic Red Carpet Socks
Rapper Bodega Pop-Ups
Drag Queen Skincare Ambassadors
Free 2019 Report & eBook
Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book.
Our Research Methodology
This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.
Shell's #MakeTheFuture Has Global Artists Share Energy Ideas
- By: Laura McQuarrieDec 4, 2017