More With Every Drive

To support customer growth, we developed an acquisition campaign for Shell’s Fuel Rewards® program centered around delivering immediate value at the pump. Shell knows everyone fuels up for different reasons — whether it’s the morning school run, the daily grind through city traffic, or hitting the open road in something loud and fast. That’s why Shell’s Fuel Rewards program is designed to fit real lives. By signing up, customers unlock a world of exclusive savings that grow with each visit — you start saving on your first fill-up, and it only gets better from there.

Visually, the campaign brings this idea to life by spotlighting the wide range of lifestyles their members lead. From busy working moms to hot-rod enthusiasts to urban commuters, we show how each of them saves with Shell — all connected by their signature brand yellow. This bold, bright line of yellow acts as a visual thread, weaving through each scene and touchpoint, tying all these different journeys back to one idea: no matter who you are or where you’re headed, Shell meets you there — and helps you save more while you’re at it.