Shell 135 Years: Made For More
12. Craft Kancils [12.4a Film Editing: Single]
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creative assets
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case film
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Links:
Product/Service:
Fuels
Client:
Shell Malaysia
Brief:
For 135 years, Shell has been part of Malaysia's journey, growing alongside generations of Malaysians. Yet in a market where homegrown competitors hold a natural advantage, Shell needed to establish an emotional connection that went beyond its products and services.Our 135th anniversary presented an opportunity to reclaim our place in Malaysia's story. Not simply by celebrating how far we've come, but by demonstrating how we embody the same spirit that drives Malaysians to keep moving forward.The challenge was to turn 135 years of heritage into a forward-looking brand narrative that celebrates Malaysian ambition, resilience and potential, while reinforcing Shell's commitment to growing alongside the nation.
Solution:
Introducing Made For More, a brand campign commemorating the shared journey of progress over 135 years. At the heart campaign is the Hero Film, where we show how Shell moves alongside the people and nation it continues to serve today. Rather than creating a conventional anniversary tribute looking back on Shell's achievements, we placed Malaysians and their potential at the heart of the story. Through emotive, cinematic editing and storytelling, the film celebrates the determination and everyday spirit that drives Malaysians to move their lives forward. By shifting the narrative from what Shell has accomplished to what Malaysians achieve everyday, Made For More transforms a heritage story into a promise for the future.
