CHALLENGE

Shell faces the urgent need to attract young talent to address the complex and global challenge of sustainable energy production. As populations grow and economies develop, the demand for energy will increase exponentially. Shell needed a recruitment campaign that could inspire the next generation of engineers and scientists to envision their role in shaping tomorrow's energy solutions while positioning Shell as a leading innovator committed to responsible energy development.

INSIGHT

Young graduates are motivated by the opportunity to make a significant, positive impact on the world. They are looking for careers that go beyond conventional job roles, seeking to work on projects that address global challenges and improve lives. By appealing to their aspirations of achieving real-world impact, Shell could position itself as the place where these visionaries can turn their bright ideas into meaningful action.

SOLUTION

The Tomorrow’s Energy campaign featured a powerful visual of Earth from space, with city lights spelling out the headline, "WHERE WILL TOMORROW'S ENERGY COME FROM?" The breathtaking image showcased the immense energy demands of modern life and underscored the high stakes of the challenge. This call to action, paired with a body copy that invites “bright ideas” from forward-thinking graduates, urged the audience to consider a career with Shell as a pathway to drive sustainable solutions. The campaign connected inspiration with opportunity, directing young professionals to the Shell careers page, inviting them to join the mission of fueling a sustainable future.