Shell turns to music to communicate with younger generations about clean energy

Shell has a tough challenge when it comes to communicating its work around sustainable energy, Malena Cutuli, group head of integrated brand communications at Shell, admitted. 

 

"It’s no secret that Shell’s own macro challenge is particularly tough, so amidst deep cynicism and complexity, we needed to develop a disruptive approach to engage young people in our new energies mission," she said. 

 

So Shell started making music videos. Its first video last year "Best day of my life" topped the viral charts for two weeks running in October last year, according to Unruly. 

 

"We could not have foreseen the incredible impact of the Best Day of My Life music video – it became one of the most shared videos of the year, with more than 800 million views across multiple channels – and more importantly, it sparked conversations amongst the younger generations around clean energy solutions," Cutuli said. 

 

• Insolar: Providing solar energy access to low-income communities in Brazil
• GravityLight: Creating sustainable and cleaner light for families and children in Kenya
• Shell Natural Gas: Providing cleaner cooking with natural gas, saving families time in India
• Shell Partnership with Global Alliance for Clean Cookstoves: Bringing clean cookstoves to families and creating healthier homes in China
• Shell Hydrogen: Creating additional cleaner transport choices for the future in the USA, Germany and the UK