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Skydiving Car

Shell Lubricants

Issue 45 | December 2017

Agency

Wunderman Brazil

Creative Team

Creative Vice-President: Paulo Sanna General Creative Director: Adriano Abdalla Creative Director: Fernando Tomeu Art Directors: Danillo Ferrari and Romerio Castro Copywriting: José Ricardo Novoa

Production Team

Creative Vice-President: Paulo Sanna General Creative Director: Adriano Abdalla Creative Director: Fernando Tomeu Art Directors: Danillo Ferrari and Romerio Castro Copywriting: José Ricardo Novoa

Other Credits

Client Services: Patrícia Gerard, Luiz Rogé, Marilia Sáfadi and Paula Aguiar Planning: Reinaldo Quinto and Paula Gardinalli Media: Daniela Caporali, Bruno Antunes and Naiara Gardinalli Traffic: Henrique Sitta Client Approval: Leila Prati and Raquel Sampaio

Date

September 2017

Background

The Shell Helix brand, Shell's line of engine oils and lubricants for cars, continues the “Unlimited Partnership” campaign, which takes consumers' bond with their cars to the extreme, and launches the "Skydiving Car" video. Shell Helix invited Arthur Zanella, who is known for skydiving at the Portela Samba School parade in Rio de Janeiro and base jumping from Aparecida do Norte Basilica in São Paulo, to face a new challenge: skydiving with his car. The video, which shows an unprecedented action in Brazil, aired on Shell's digital platform and will feature spinoffs like behind-the-scenes videos, images and social network pieces.

Idea

The campaign was created by Wunderman as an innovative way to emphasize the benefits of Shell Helix lubricants, which are designed to enhance engine performance to the maximum. “The action takes the bond Brazilians have with their cars to the extreme. We want to engage consumers using adrenaline-packed stories that deliver a unique experience and help them identify with the brand," explained Leila Prati, Business Development Director at Shell. 

The “Skydiving Car” video shows the action in detail, from the car being lifted by a helicopter to the skydiver coming back to Earth with his greatest adventure companion: his car. The skydiving stunt involving the athlete and his car took around three months to set up. Click here watch the video and here to watch the behind-the-scenes footage.

According to Fernando Tomeu, Creative Director at Wunderman, the "Unlimited Partnership” campaign had an ingredient in its strategy that is essential for digital media success: interesting and real stories that people have time for and want to watch. “In a few seconds, our audience understood what Shell Helix wanted to communicate and then watched the video to the end to see what was going to happen," added Tomeu. The video was created by Danillo Ferrari, José Ricardo Novoa and Romerio Castro. Fernando Tomeu, Adriano Abdalla and Paulo Sanna were the creative directors. Additionally, production company Landia produced the video and Lua Voigt directed the scenes.