Shell Fuel Rewards
As part of our mission to have the most loyal loyalty program ever, Shell has gone to great (and unexpected) lengths to learn about being loyal, in order to win back Fuel Rewards members.
Welcome to The Shell Loyalty Lab
Loyalty learned is loyalty earned, so we’ll study how it works through lessons from the truly loyal.
Commercials
We sought out the most loyal creatures imaginable and brought them into the lab for observation – starting with grandma.
“Grandma” (:30)
“Grandma” (:15)
“Grandma” (:06)
Radio Spots
Targeted :30s spots on Spotify and Pandora, with static banners
“Grandmas” (:30)
This radio spot features a one on one interview between a Shell Lab Loyalist and a grandmother. The interview style is old-school, being committed to “tape.”
“Fans” (:30)
This radio spot features a Shell Lab Loyalist introducing a new researcher to the magic of the lab.
Digital Display Banners
Animated & Static
Billboards
Programmatic OOH
Campaign Details
Breakdown of the art direction and key visual components of the campaign
Shell Loyalists
Our quirky dynamic duo that are dedicated to their research of uncovering the truth behind loyalty.
The Shell Loyalty Lab
Where the art and science of loyalty come together. It is a facility so technologically advanced, it even feels magical.
Our Grandmas
Our beloved research subjects: grandma. As different as each may appear, their loyalty to their grandchildren is off the charts.
2023 Atlanta Advertising Awards: Gold, Campaign Art Direction
2023 Atlanta Advertising Awards: Bronze, Regional/National Commercial
2023 Atlanta Advertising Awards: Bronze, Regional/National Commercial Campaign
2023 Atlanta Advertising Awards: Bronze, Integrated Advertising Campaign - Regional/National
Sally Haywood (AD), Lauren Cesar (CW), Jared Kozel (ECD), Alan Whitley (GCD), Diogo Mendonca (ACD), Natasha Rodgers (Design)