The insight focused on the fact that in poorer areas, light is a problem. Millions of communities ground to a halt once the sun descends and the streets can become dangerous. So how could Shell use its ability to implement bright energy solutions for a community in need? And how could we highlight the positive difference Shell was making around the world?

Work with entrepreneurs to create installations never seen before using cutting-edge technology, to benefit communities in Rio and Lagos. Ones that’ll provide a safe space for people and doesn’t rely on the surrounding poor energy infrastructure.

Create something that lies close to the hearts and minds of Brazilians and Nigerians, a football pitch, and harness two elements plentiful in those countries – human energy and the sun – to create sustainable energy to power the floodlights. Catapult the pitches and its immense social impact into the worldwide spotlight

Shell installed the world’s first human and solar powered football pitch in a Rio favela, then followed it up with the first in Africa, in Lagos the following year, directly benefitting thousands of locals for generations to come.

On both pitches the tiles beneath the AstroTurf capture kinetic energy created by the players, which is stored and combined with power from solar panels. This renewable electricity powers the floodlights, guaranteeing a safer and securer community space.

Alongside local stakeholders and Shell Executives, the events involved Pele and Akon talking emotionally about the energy challenges facing Brazil and Africa to attending media and in video content that was immediately pitched to global media.

Both events also included activities to integrate local people: Pele met children, posed for photos and signed autographs; and Akon spoke at a press conference and participated in a penalty shootout with students.

The earned media results were staggering across both launches, generating headlines around the world and far beyond the business or motoring pages. Notably, we engaged global media publications not used to covering Shell in a favourable light.

#makethefuture has generated:

- 47.4m organic views of the content

- 15.9m social media impressions

- 282m reach

- 720 global earned media placements

- Global coverage across 26 markets