Each year Shell does a full-page ad for the Key West Challenge guide. Typically, the ad connects to the theme as the event is a big fishing trip. Wholesaler, Blaylock Oil, has been putting on the Hayden Blaylock Shell Key West Challenge for over 30 years. The event is named after their father, Hayden Blaylock, who started the event. The event itself is a weekend-long fishing trip that brings together Shell’s top customers and leadership from Shell, Motiva and select partners for a fun-filled, relaxed weekend. The money raised during the fishing tournament benefits the Diabetes Research Institute in Miami.
The messaging was deliberately kept generic as we did not know what the offer focus would be and this would act as a teaser to get the target audience excited about the announcement.
Client: Shell
Agency: J. Walter Thompson [Atlanta]
Executive Creative Director: Jeremy Jones
Art Director: Dheeraj Govindraju
Copywriter: Justin Florio
Retouching: Chris Bodie
The messaging was deliberately kept generic as we did not know what the offer focus would be and this would act as a teaser to get the target audience excited about the announcement.
Client: Shell
Agency: J. Walter Thompson [Atlanta]
Executive Creative Director: Jeremy Jones
Art Director: Dheeraj Govindraju
Copywriter: Justin Florio
Retouching: Chris Bodie
Project Manager: Katy Banks
