Last week, Shell kicked off a new global campaign, “Real Destinations,” centered around one key message “Shell Rimula, the engine oil that works as hard as you do.”
The campaign launch was marked by the release of two films, each intimately capturing two truckers, Sun Guangyoung from China and Ilya Kropancev from Russia, as they recount their personal aspirations and how Shell Rimula, the brand’s heavy-duty diesel engine oil, helps them achieve their goals.
See Ilya’s story below.
The heart-tugging campaign will roll out in key markets like China, Russia, USA, Canada, Turkey, Brazil, Malaysia, South Africa, South Korea, Thailand, Colombia, Pakistan, Egypt, India, Indonesia and Vietnam.
Valerie Cheng, CCO at J. Walter Thompson Singapore and Global ECD for Shell Lubricants, led the creative for the campaign, collaborating with teams from London, Shanghai and Houston. She said of the work, “It couldn’t get more genuine than working with real truckers and their family members. Their lives, cultures, values and diversity brought so much depth and character into Real Destinations. This campaign is a tribute to every trucker around the world who works so hard for their dreams and the ones they love.”
— Read more about Shell’s “Real Destinations” campaign on Marketing Interactive, MediaPost and Campaign Asia.
— View more of Shell Rimula “Real Destinations” here.
