Shell
State Escape Social Campaign
In the summer of 2020, Shell was in a spot they had never been in. People were driving a lot less. They asked use to create a tentpole campaign that would show people that there were still places to go, even when we couldn't all go together. So we began developing the State Escape campaign to run through the upcoming Fall and Winter.
For 6 weeks, Shell served up content meant to inspire followers to explore places they had never been that might be right in front of them. Or maybe the destination was a little further. Either way, Shell was there for you to get a snack, fill up the tank and get you out from the Netflix binge the world was collectively on. Content included daily posts on Instagram, interactive story content, Twitter posts and polls, and of course a few Spotify playlists to inspire the drive. Online, Shell hosted a microsite where we could introduce campaign influencers, link out to content and provided a map with hidden gems to inspire followers to venture out.
