Shell | The Power of Questions

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Shell's festival of ideas and innovation, Make the Future, was coming to London for the first time. And, in the weeks leading up to the event, Shell wanted to generate awareness of the event online.

That got us thinking, what do all innovators have in common? They question the status quo.

But, if the questions we ask shape our future...do we ask enough? We teamed up with Rachel Riley (a TV personality in the UK) to find out with a little experiment.

Responsibilities: Idea Generation | Art Direction | Edit Director | Photography re-touching.

Why do we grow up asking less, not more?

The first campaign film highlighted the difference between the questions asked by children and adults. It was shared throughout social media initially by Rachel Riley and then through Shell's channels and ad platforms.

Our second film delved further into the psychology behind questioning, and the important role it has in innovation. Take a look below.

But what do our questions reveal about us?

Next, we released a quiz that allowed viewers to discover what type of questioner they were. Their result was not only sharable, extending our organic reach, but also gave them suggestions for innovations at the event that may be of interest to them.

The quiz style gave a nod to the event branding. But, we knew it needed to be more fun, so we created bespoke icons and engaging question topics. Each question offered a playful twist on energy generation; from time travel to cow farts.

In the background we calculated whether quiz takers asked more why, who, where or how questions to generate their result.

The quiz was launched by Rachel Riley, who shared her result with her online following.

The quiz helped extend our reach organically, pulling new quiz takers back to the Make the Future home page. Here they could discover the event itself and plan their visit.