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.