Shell goes the branded content route for ‘make the future’ tech campaign

As part of its global #makethefuture campaign around next-generation technologies, Shell has partnered with Great Big Story – a branded content company owned by CNN. 

Great Big Story will create Fast Forward, a progressive tech documentary series pitched at 18-to-45 year olds.

Distribution over social media will target key audiences in countries including China, India, Brazil, Australia, the US and the UK.

The announcement:

Shell has partnered with Great Big Story for a new video series, called Fast Forward, celebrating innovators of the hyper-industrial age. The collection of five films is part of Shell’s global #makethefuture campaign.

The series is designed to resonate with Great Big Story’s young, intellectually curious audience, particularly 18-45 year olds who are interested in energy. Highlighting the next generation of technologies that are inspired by and created with natural sources to improve energy consumption, the videos include how sea lion flippers are influencing aquatic transportation and a branded content film about the Shell Eco-marathon.  

The videos will be available across Great Big Story’s platforms reaching over 10 million fans. Distribution will also be enhanced on social media, using Turner’s Launchpad technology to reach key audiences in USA, Brazil, UK, India, China and Australia.

Brokered by CNN International Commercial (CNNIC), the partnership also includes an interactive Shell-branded content hub produced by create, CNNIC’s in-house studio.


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