Shell FuelSafe 95

In 2022, Shell prepared to relaunch FuelSave 95 with a new formulation promising up to 15km of extra mileage, deeper cleaning, and enhanced benefits for modern vehicles. Tasked with leading ideation and execution alongside a copywriting partner, the project involved developing and presenting concepts from the ground up. Working with a broader team, a comprehensive 360° campaign was crafted, encompassing a marketing playbook, online TVCs, and on-ground collaterals to support the relaunch.