The Extra Mile

Shell is the invisible part of so many important journeys, which is why their new retail mission is to ‘make life’s journeys better by enriching today and creating a more sustainable tomorrow’.

Our brief was to find a way to bring this to life in mass cultural participation, by using social channels.   

Our idea was to create a series of highly emotive films featuring the journeys of people who were travelling a considerable distance to reunite with their loved ones.

The film series was named ‘Shell Presents The Extra Mile’.  

In each, we ask a simple question: “How far would you go for the ones you love?” before following the driver on their extraordinary road trip. In each film, Shell’s role of improving their journey was implicit, with each driver stopping for a coffee or a snack on the way.

A simple idea, but very unexpected for a fuel retailer most associated with promotions. 

Our first two films featured a son and daughter returning home after a long absence, and were timed to coincide with Mother’s and Father’s Day in Canada.

This is some of the most popular content that Shell Canada has ever shared with its audiences.

16k
16k
Additional hours spent with the brand on $11k media spend
46%
46%
Of views were classed as 'high' engagement (had reactions, comments, shares, or 50%+ view-through)