We had the challenge of raising awareness to the fact that Shell recycles all of the used oil discarded during oil changes at its gas stations, which is something that no one knew in Brazil. To accomplish this, it would be necessary to give consumers concrete proof. Better still if such proof was given right there at the station. And that is what we did. Once the consumer had the oil change, the oil taken out of the car was taken to a silk screen machine and was used as ink for creating an exclusive poster. There were 6 models from which consumers could choose and then take home. We also printed the front page of one of the most popular newspapers in the country with used oil, and we also created activation aimed at opinion formers: We sent them a customised rubber stamp that uses oil instead of ink.

There is nothing better for raising awareness to the fact that Shell reuses spent oil than to give them concrete proof of this. Once the consumer has the oil change, the oil taken out of the car was taken to a silk screen machine and then used as ink for creating an exclusive poster. There were 6 car-themed models of posters from which the consumer could choose one to take home. Since oil is monochrome, we worked with high contrast images. To this end, we used coloured paper of a colour pallet with personality.

The initiative was a success. Shell was so pleased with the results that it wants to replicate the action in other countries. (It's a simple and cost-effective idea to implement. All you need is a silk screen machine and a person to operate it.) 70% of opinion formers who received the PR kit, one way or another communicated Shell’s oil recycling. We were able to raise awareness to a fact of which consumers were completely unaware. (People did not know that Shell reused and recycled all of the discarded oil at their gas stations.) Despite not being the focus of the initiative, oil change at Shell stations increased by 20% during the period of its implementation.