SHELL : BEST DAY OF MY LIFE

Best Day Of My Life

Seven bright energy ideas. Six international artists. One purpose: a global collaboration to support more and cleaner energy. Shell believes the spirit of collaboration can transform anything - from a piece of technology through to the power of music.

Objective

From the start CORD pitched music as the medium for Shell’s ambitions. Working closely together we developed a strategy which would use music to bring people from around the world together and help young people understand the innovations that will be required to meet the world’s energy challenges.

Solution

The process kicked off with an extensive, global song-search, resulting in the selection of the track ‘Best Day of My Life' by American Authors. This anthemic track contains a catchy chorus and lyrics that communicate a simple and clear message, a crucial element given the global nature of the campaign.

It was important that an experienced producer with vision was engaged to transform the track into a hit for 2016. Grammy award-winning DJ/Producer Steve Aoki was brought on board to work his magic and re-record and re-mix the track. 

We invited five international award-winning artists to be a part of the campaign and they came together in New York to record the song and be a part of the groundbreaking music video. Oscar-winner Jennifer Hudson, Brazilian singer Luan Santana, British Performer Pixie Lott, Nigerian idol Yemi Alade and China’s pop-star Tan WeiWei were all instrumental in lending their experienced vocal abilities to give a global track local flavour and relevance. Each performer brought with them extensive social followings in their own territories and helped to spread the message of a brighter energy future and transform shares into true engagement with an interested millennial audience. 

On 28th September 2016 ‘Best Day of My Life’ was launched in a favela in Rio De Janiero via Facebook Live. The viral video was promoted via YouTube, Live-Nation, Facebook and Snapchat, including an interactive music video and social media support from the artists. 

Results

The ‘Best Day of My Life’ viral video has since become a global phenomenon and a massive success for Shell in engaging millennials around sustainable energy.

  • Global No.1 Viral Video of 2016 – Ad Age
  • 211,000,000 Facebook Views
  • 39,595,132 YouTube Views
  • 6 Weeks at the Top of Ad Age Viral Chart
  • 5 Weeks at the Top of Campaign Viral Chart