Paint the Town Lewis Red

1. Film & Branded Content Kancils [1.10 Best use of brand integration & sponsorships/partnerships]

Links:

Product/Service:

Shell V Power

Client:

Shell Malaysia

Brief:

In Malaysia, Lewis Hamilton isn’t just a Formula 1 icon — he’s our icon. For over a decade, he represented Petronas Mercedes-AMG, a team deeply tied to national pride. But in 2024, his shocking switch to Shell’s long-time partner, Scuderia Ferrari HP, created the ultimate motorsport drama. It was an unprecedented opportunity for Shell to capture hearts and headlines — yet a delicate one. Petronas wasn’t just a rival; it was a beloved national brand. The challenge? To reframe Shell V-Power’s global “Feel the Fuel” platform for a fiercely patriotic audience without alienating Malaysia’s passionate F1 fanbase. The insight was clear: Malaysians love motorsport drama. Lewis’s move to Ferrari wasn’t just news — it was emotion, nostalgia, pride, and just the right dose of controversy to fuel conversation.

Solution:

Our idea: Reintroduce Lewis Hamilton to Malaysia — in Shell red. We hijacked the nation’s most iconic landmarks with bold, fake-out-of-home billboards: a giant digital Lewis Hamilton dressed in Shell V-Power red greeting, “Hello Malaysia…” right in front of the Petronas Twin Towers, KL Tower, Petaling Street, and Menara KL. The stunt went viral instantly. We followed up with influencer buzz and a Shell V-Power contest offering fans the chance to experience Formula 1 in Singapore. The results? Lewis broke the internet. - 3.26M organic views - 128K organic engagements - RM340K+ in earned PR value The campaign sparked nationwide debate — some wondered if the billboards were real, or even legal. In a market driven by patriotism, Shell turned a cultural icon’s team switch into a brand switch. Malaysians didn’t just “Feel the Fuel” — they Felt It All.

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