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Shell's "Make the Future"
2016–2020 · Global · Film / Digital / Experiential / Live Events · Energy
Context
“Make the Future” repositioned Shell from a traditional oil company to a forward-looking energy innovator. The campaign highlighted renewable energy, cleaner fuel initiatives, and technological experimentation—framing the company as actively building tomorrow’s energy solutions.
It sold transition—not just fuel.
The Problem It Solved
Mid-2010s energy landscape:
Growing climate change awareness
Public scrutiny of fossil fuel companies
Rise of renewable energy startups
Increased investor pressure for sustainability commitments
Shell faced reputational challenges while operating in a transforming energy market.
The challenge:
How do you remain credible in a carbon-conscious world?
Strategic Insight
Energy companies must be part of the solution.
“Make the Future” focused on:
Solar projects
Alternative fuels
Energy-efficient innovations
Partnerships with entrepreneurs
It reframed Shell’s narrative from extraction to innovation.
The phrase “Make” implied active responsibility
Execution Discipline
A. Inspirational Storytelling
Highlighted innovators and real-world projects.
B. High-Profile Collaborations
Music, cultural events, and experiential installations.
C. Future-Oriented Visual Language
Clean, bright, technology-forward aesthetics.
D. Corporate Commitment Messaging
Aligned with sustainability reports and investment announcements.
What It Avoided
Defensive climate denial tone
Overly technical engineering explanations
Ignoring sustainability conversation
Purely fossil fuel-centered advertising
Silence on future commitments
It chose proactive positioning.
Brand Impact
Increased awareness of renewable initiatives
Strengthened corporate responsibility messaging
Improved perception among younger audiences
Positioned Shell within broader energy transition dialogue
It aimed to future-proof brand relevance.
Why We Love It
From a strategic lens:
Acknowledged industry transition
Positioned company as evolving
Shifted narrative from fuel to future
Used optimism to counter skepticism
It attempted long-term perception recalibration.
The Takeaway
If your industry faces disruption,
own the transition.
Future-focused branding must be backed by measurable action.
What Would Have Broken It
Environmental scandals contradicting messaging
Minimal real investment in renewables
Overstating sustainability achievements
Failing to reduce carbon intensity
Perceived greenwashing
In sustainability narratives, proof is non-negotiable.
Applicability In Today’s Market
Today’s energy environment:
Net-zero commitments
ESG reporting transparency
Electrification growth
Hydrogen and biofuel innovation
Transferable principles:
1. Acknowledge Industry Change
2. Align Messaging with Investment
3. Position Legacy as Platform for Innovation
A modern evolution would require:
Transparent carbon reduction milestones
Third-party validation
Community impact storytelling
Clear transition roadmap communication
The enduring lesson:
In industries under scrutiny,
the future isn’t a slogan.
It’s a test.
