Shell The Great Travel Hack

A global campaign housed on YouTube, Amazon Prime and Roku, targeting millennials interested in travelling with all things renewable (cars, bikes, boats. scooters etc). Hosted by The Big Bang Theory Star - Kaley Cuoco, the campaign follows two teams of content creators in their epic journey accross America and Europe.

Agency: JWT London
Role: Associate Creative Director

The Brief
Given that globally transportation makes up nearly 30% of the world’s total energy use, travellers around the world are looking to reduce their impact on the environment. Today, a new range of cleaner energies are starting to be available to consumers, and our job was to prove that we can still explore the world while we reduce our carbon footprints.

The Idea
We came up with an original content idea: the first-ever challenge where it’s not about going faster or further, it’s about going cleaner. The Great Travel Hack is a reality web series that became the lead global brand platform over 2 years, simultaneously activated by Shell’s PR and social agencies.

The Results
We reached +130M views only on Youtube becoming the most successful branded content that Shell has ever made. It got featured in Ad Age editor’s pick.

USA 🇺🇸

The Great Travel Hack sees two teams compete head-to-head in a road trip across the USA where the lowest CO2 emissions wins. In this episode, Travel Hackers Sara Dietschy and John Hill experience some troublesome terrain in the wilds of Utah, while intrepid duo Damon and Jo enlist some real horsepower on the trail to Telluride - all under the watchful eye of Kaley Cuoco and the backroom brains at Mission Control.

The Great Travel Hack sees two teams compete head-to-head in a road trip across the USA where the lowest CO2 emissions wins. As the pressure mounts, Damon & Jo resort to extreme 'emission limiting' measures, but is it enough to beat equally determined Sara and John?

The Great Travel Hack sees two teams compete head-to-head in a road trip across the USA where the lowest CO2 emissions wins. As the team rivalry heats up, Kaley's challenges get a little sneakier.

The Great Travel Hack sees two teams compete head-to-head in a road trip across the USA where the lowest CO2 emissions wins. With the finish line in sight and almost 3,000 miles covered, both teams are playing for the ultimate prize. But which team will triumph in Kaley's final challenge?

EUROPE 🇪🇺

Sparks fly when two easy-going Brits - Team Alpha, meet two ultra-competitive Dutchies - Team Omega, on the road from the UK to the Netherlands. Alpha show us their 'war faces' as they escort knights to a local joust (like you do!). Whilst Omega are ruthless, fending-off matchmakers and conquering congestion.

The challenges come thick and fast on the way to Germany - Omega suffer bruised behinds in their eco-boneshaker, whilst Alpha get up-close and personal in the cosiest EV on the road. Both teams brave the elements and test their D.I.Y.

Tensions rise in the awe-inspiring Alps: Alpha discover there's no limit to team Omega's competitive streak and our heroes go head-to-head in a race to source the local produce of Bavaria. Before reaching Austria, the teams must master the arts of yodelling; rock, paper, scissors; and regenerative braking.

After the highs of the Alps, we hit the lows on the road to Budapest! Omega go underground, Alpha immerse themselves in Hungarian culture, and both teams find themselves off-grid. As the strain takes its toll, Greg's ability to referee is called into question and mystery hitchhikers are called in to assist.

As our heroes face immovable barriers, stuff their faces with Bulgarian snacks and face the elements while camping, Travel Hack builds to the ultimate face-off on the way to the finish line. Will Omega get back on track? Will Alpha pay a penalty for their "competitive tactics"?

Trailer

Behind The Scenes