Recruit world-class engineers travelling through Aberdeen airport - a major transit hub for oil and gas engineers travelling to and from the rigs and plants of the North Sea and beyond.
We wanted to achieve some positive disruption, catching people's eyes as they passed through the airport by celebrating the achievements of engineers and reminding them that Shell is the home of some incredible engineering achievements: from the world's deepest offshore platform, to the world's biggest gas-to-liquids plant, and the world's first floating liquid natural gas facility. Shell could be a significant boost to their career by giving them the opportunities they were looking for to work on innovative, industry-leading projects.
With a campaign focused on Shell's most impressive engineering achievements, our visual approach was to show off those achievements in the most exciting ways we could. We dramatised a single key feature of each project - its depth, or its scale, for example. Taking inspiration from the styling of classic movie posters, we used unusual, dynamic perspectives and dramatic lighting effects. The result is a campaign that makes engineers into heroes, and rightly celebrates the projects they work on at Shell as wonders of the modern world. And who wouldn't want to be a part of that?