Shell The Power of Sport
JWT, Mediacom & POSSIBLE helped Shell demonstrate its commitment to a better world by building the world’s first kinetically powered football pitch in Rio de Janeiro.
The Power of Sport project built the world’s first-ever renewable energy football pitch.
Pavegen’s revolutionary tile technology harnessed the kinetic energy of young, passionate football players to power the stadium’s floodlights and give the children of Rio a safe haven to play after dark.
Using Brazilian national hero Pele to amplify the campaign’s core message and a content partnership with Conde Nast bringing the story to life, the project saw 114 pieces of media coverage in the first 48 hours, reaching 35M people worldwide. The campaign was also recognised by the Cannes Jury, winning a Bronze Lion.