Shell Embarks on a Quest for More

10. Craft Kancils [10.1a Film Direction: Single]

Links:

https://www.shell.com.my/motorists/shell-fuels/shell-fuelsave-95.html

Product/Service:

Shell FuelSave 95

Client:

Shell

Brief:

Shell entered 2024 with a problem: despite a superior fuel claim (15km more per tank with FuelSave 95), their tactical marketing just wasn't going the distance. Competitors, like the beloved Petronas, were winning hearts while Shell struggled to make an emotional connection. Functional benefits? Great. Emotional resonance? Not so much. To shift gears, Shell needed a campaign that went beyond mileage and into the hearts of Malaysian families. A working father's reflection that 'sebagai pekerja, kita hari hari jadi pengembara' or 'every day can be an adventure' sparked an idea.

Solution:

Enter Kembara Lebih Jauh ('A Quest for More'), led by Malaysian icon Remy Ishak as Roger Hensem, the everyday family man who transforms daily drives into epic adventures. The film direction was key in turning Roger's mundane journeys into visually compelling quests. The challenge? Make the everyday extraordinary showing how a simple drive to pick up the kids or visit in-laws becomes a quest for connection and adventure. Paired with a thrilling score (think Indiana Jones) incorporating Shell's sonic branding, each scene was carefully crafted with sweeping camera movements, dynamic tracking shots, and stunning wide angles that emphasized both Roger's emotional journey and the vast Malaysian landscape. The direction ensured the campaign resonated across Cinema, TV, OTT, and Social Media. Each frame was as impactful on the big screen as on a mobile device, preserving the sense of adventure across platforms. The result? A film that didn't just promote Shell's Fue

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