The way motor oil ads these days rely on dry data and industry jargon, that consumers find them hard to understand and uninspired. Their indifference presented a huge communication challenge for Shell Helix Ultra.

Inspired by China’s vast natural landscapes and the cultures at the country’s most extreme locations, we transformed technology into art.

Shell Helix wins in the market with its PurePlus technology, made from natural gas. As a product categorized in the professional technical sector, in a decentralized digital world, consumers find those professional terminologies which are used to prove their product advantages like: 30% increase in viscosity, 58% better resistance to oil degradation, 56%better wear protection, 77% superior piston deposit protection, 60% lower friction, very hard to understand and unattractive. Shell Helix needs to visualise those data and make content intuitive to attract the consumers and make those product features understood. Then the brand can truly convert the technological advantages into brand advantages.

While consumers in China are attracted to local cultures and proud of its vast landscape and sceneries, we drove to four extreme locations in China to present Shell Helix Ultra’s features in four unique ways - while also highlighting local art and culture.

We drove to four extreme locations in China to present Shell Helix Ultra’s features in four unique ways - while also highlighting local art and culture.

At Hulunbuir, the coldest area of China, Shell Helix Ultra is fast-flowing even in ultra-cold conditions, demonstrated with two ice tree sculptures created by a local artist.

Then we headed to the Flaming Mountains. Inspired by the weapon of Monkey King, we designed a ‘Golden Stick’ installation art piece. By subjecting it to ultra-high heat, we presented the product’s stability.

On the ultra-humid island of Hainan, we partnered with the local tribe to craft two traditional metal engraving plates which were exposed to ultra-high humidity for 40+ days, proving the product’s corrosion resistance.

At the Tibetan Plateau, we helped a local nomad family move and restore their traditional art home. We witnessed how Shell Helix Ultra maintained the engine’s power at such ultra-high altitude.

By using local environments and featuring local art and culture, we made technology artistic, content attractive, and complicated jargon intuitive. The result? An ultra-interesting motor oil ad - and a new way to make art ultra-valuable.

Impressions 300,000,000+

People Reach 80,000,000+

Video Views 60,500,000+

Follower Growth Rate +34%

Interest to the Brand +18%

*Data source: Shell Helix