Challenge

We were tasked to position Shell as a leader in the new energy future - and a preferred employer. But no channels were mentioned, no budget, no timing and no strategy.

Insight

An open brief called for an open mind - and for a big idea to get Shell noticed.

Solution

We thought big - and came up with The Shell Innovation Academy.

A bit like The Apprentice for engineering, The Shell Innovation Academy sets teams of university students real energy challenges which would be developed by a panel of Shell experts. These experts, including celebrity engineers like James Dyson, would judge the entries. And the winning university team would potentially gain jobs at Shell as well as a grant for their university.

The competition would be screened on mainstream TV and would focus on the human journey as well as the science. It would also be seeded on shell.com, iTunes and YouTube.

At the end of each programme, we would encourage the wider public to have a go if they think they can do better - with entries feeding into further episodes. All the ideas will be compiled into a coffee table book. This would be sold to accompany the TV documentary with the proceeds going towards not-for-profit sustainability projects. We would exhibit the winning entry in the science museum.

The Shell Innovation Academy offers huge scope for PR and a long-term social media strategy. This could include Twitter feeds from the teams involved, and setting up incubation areas online where people can meet to discuss ideas or form teams.

We would also work with schools to encourage teachers to show these documentaries in science lessons - not only raising awareness of energy issues but encouraging more children to choose engineering and technical subjects.