Shell Embarks on a Quest for More

1. Film & Branded Content Kancils [1.11 Best film & branded content-led integrated campaign]

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 (hello, 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' gave us more than just an idea. It tapped into a deeply rooted cultural truth: the Malaysian working class see themselves as modern explorers. Whether it's a weekend family outing or navigating the daily commute, the spirit of adventure is a shared experience across generations.

Solution:

Enter Kembara Lebih Jauh ('A Quest for More') a cinematic adventure led by Malaysian film icon Remy Ishak, starring as Roger Hensem, the everyday family man who turns even the most ordinary drives into epic journeys. In Malaysia, where family is central to life, this theme resonated strongly. The campaign portrayed how family time and everyday tasks can become meaningful shared experiences, reflecting the Malaysian way of finding adventure in the everyday. With a thrilling score (think Indiana Jones vibes) fused with Shell's sonic branding, Roger's adventures had him picking up his wife, driving his daughter to camp, and visiting his parents all with the infectious enthusiasm of a modern-day explorer. And Malaysians fell for Remy as Roger. His portrayal became the face of Kembara Lebih Jauh, sparking engagement across every platform. Remy's involvement wasn't just in film or TV he was everywhere. From Cinema, TV, OTT, Radio, Outdoor, Social Media, to She

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