Shell drew attention to the corner of Crescent Street and De Maisonneuve Boulevard last weekend during the Canadian Grand Prix F1 race in Montreal.
“Shell wanted to return to the Grand Prix following a five-year absence, but in a new and original way,” said Peter Warren, general manager at Media Merchants. “It also wanted to highlight its 100th anniversary.”
After a brainstorming session with Mediacom, Shell’s media partner, Media Merchants found a business willing to lend its façade for a 3D mapping projection – the Light Ultra Club. Starting the Friday evening before the race and running until the end of the Grand Prix, a five-minute animation with sound was projected in a loop on the building.
“We didn’t want to simply project a commercial, so we used 3D to create a more engaging content and it worked,” Warren said. “People were stopping to look and take pictures.”
The animation showcased Shell’s nitrogen enriched gasoline as well as its 100th anniversary. A gas pump wound through the windows of the building where the typical black-and-white checkered flag was projected as an F1 car crossed the side of the building.
JWT Canada was behind the creation and Jump Studios was responsible for the animation. Glossy Inc. took care of public relations.
