Two teams, 3000 miles, lowest emissions possible: How Shell used The Great Travel Hack to reach out to Millennials

Shell, an oil and gas company, launched a research study using combined online ethnography and mini workshops to reveal key insights about its target which allowed it to better connect with millennials globally.


The Great Travel Hack is a piece of branded entertainment launched by Shell in 2019 to meet a demanding brief: to get Millennials engaged in a brand in one of the least trusted and most disliked global industries

Not only did the campaign need to attract 18–35s around the world with a message that felt relevant and credible, it also had to reach them using the media they are closest to. A traditional TV campaign was never going to cut it.

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