MWC

Oath and Medicom help Shell 'Make the Future'

Tim Maytom

Energy giant Shell has announced a global deal with Mediacom and Oath that aims to take the brand's 'Make the Future' campaign into a new phase, bringing content to life through Oath's RYOT Studio global solutions team in collaboration with Unit9.

The new activation will build on Shell's "On Top of the World" music video, which features five global artists and celebrates five cleaner energy solutions that are supported by Shell across four continents. A crafted WebGL 'Globe' solution will enable people to explore the projects through an interactive design, which will reach Oath's millennial and mobile audiences across the US, UK, Brazil, India and Singapore through Tumblr and the company's Yahoo Gemini and BrightRoll premium video distribution channels.

"At Shell, collaboration and partnership is incredibly important to address tomorrow's energy challenges," said Becky Jones, global business director at Mediacom. "In this spirit, we're really excited about the output of a productive and collaborative partnership between Shell, Mediacom and Oath. We're looking forward to creating deeper engagement with Shell's audience, via a connected system of relevant Oath assets, to positively enhance the image of the Shell brand."

The campaign will use data insights from Oath's 1bn global users to reach relevant audiences, and will highlight the power of collaboration in order to provide cleaner energy solutions. The 'Globe' format will bring these cleaner energy initiatives to life, including solar energy for low income communities and Shell Hydrogen's cleaner transport choices.

"The future of energy is an important global topic," said John DeVine, chief revenue officer at Oath. "Our team worked with Shell and Mediacom to bring a new, interactive angle to their music video that engages audiences around this message. By combining the creativity of RYOT Studio and Tumblr with our premium video distribution channels, we've created a holistic experience for millennials across five markets to explore projects that Shell has highlighted as helping solve tomorrow's energy challenges."