SHELL V-POWER
TRACKS
The Brief
A digital forward idea to captures the attention of road warriors, for the nation wide launch of Shell V-Power Nitro+ Premium Gasoline. This piece would support the larger campaign “Performance unbound”, all about unleashing your best performance when nothing is holding you back.
The Idea
To support the narrative of Shell as an innovator in performance technology, Shell would use sports psychology to compose an album of songs composed to unleash your best performance.
Specifically, your best performance on beloved F1 circuits.
Copywriter Zach Kumaczow
Creative Director Ari Elkouby
The music
Using sports psychology, Shell will compose songs for a number of popular F1 circuits, with the ideal BPM to unleash a driver’s best performance on that specific track. The album TRACKS, featuring these songs will be available on Spotify for fans of F1 to enjoy and experience these popular circuits captured in music.
A vinyl album will be made in a limited run, as a collectors item for F1 fans.
Awareness
To promote the album, both vinyl and digital format, we would develop assets featuring the vinyl album staged as an F1 track using miniatures. The album would play using a modified RokBlok with a model Ferrari covering. A small number of this set could be sent to micro-influencers to further target the road warrior psychographic.