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.
Key Themes Behind This Trend
- Millennial-targeted Energy Campaigns
- Opportunity for companies to target millennials and engage them in sustainable energy initiatives through creative campaigns.
- #makethefuture Campaign
- Opportunity for companies to launch their own global campaigns, collaborating with artists to promote their dedication to sustainable energy projects.
- Music Videos for Social Impact
- Opportunity for companies to leverage music videos as a powerful medium to raise awareness and inspire action towards clean energy solutions.
Where This Applies
- Energy
- Opportunity for energy companies to develop disruptive strategies to engage millennials and promote clean energy initiatives.
- Entertainment
- Opportunity for entertainment industry to collaborate with brands and artists to create impactful campaigns that promote social and environmental causes.
- Marketing
- Opportunity for marketing agencies to help companies develop innovative campaigns targeting millennials and leveraging the power of music videos for social impact.
