FOCUS : Shell's Eurasian Campaign by Stardust


Over the past eight weeks, a multifaceted integrated campaign for Shell from JWT London named "Get the most out of every drop," has launched within many countries in Europe and Asia, aimed at demonstrating the benefits of Shell's new Fuel Save products. Following the agency's vision, each campaign spot begins by showing a drop of fuel falling onto a piece of paper to colorfully reveal live-action vignettes conveying consumers' everyday journeys. Each spot also drives viewers to the campaign's microsite, online at www.shell.com/everydrop . The first broadcast ads, entitled "Fuel Economy," debuted in high-profile broadcast and cable outlets within targeted countries in April, and the latest ones, entitled "Performance," began airing this week. Key to campaign efforts within each country are a set of artistic, regionally customized broadcast spots created by the New York office of U.S. creative production company Stardust Studios in concert with JWT London's creative team, which consists of global creative director Jaspar Shelbourne, art directors Andy Huntindon and Martin Smith, head of broadcast Dean Baker and assistant producer Jack Bayley.

To date, Stardust has delivered five "Fuel Economy" and six "Performance" versions of each commercial, all of which were directed by Stardust's New York-based creative director Alan Bibby, who provided details on his colleagues' craftsmanship in bringing the campaign's broadcast elements to life.