Make the Future
Making biofuels from coffee waste
a global story for Shell
Shell’s Make the Future campaign is on a journey to bring cleaner energy to the world. The latest chapter of the campaign saw Shell and bio-bean help power some of London’s iconic buses using the waste from coffee grounds.
Shell and biofuels partner bio-bean turned waste coffee grounds into enough B20 biofuel to help power a London bus for a year; delivered directly into London’s transport system.
The project demonstrated simply the potential for more resilient cities through a smarter use of waste. Together, bio-bean and Shell showcased that we can help #makethefuture through collaboration.
On launch day Shell and bio-bean broadcasted live from an iconic red London bus on London’s Southbank, providing the perfect backdrop to deliver a London innovation story to the world.
Supported by simultaneous outreach in 20 markets around the world, using a carefully crafted storytelling toolkit that provided a local angle, we helped the world wake up to a brighter energy future.
The campaign exceeded all expectations and achieved a global reach of 11.8B through purely earned media activation. Shell was an integral part of this important narrative and 96% of the more than 1,174 pieces of media coverage mentioned that the campaign was “Supported by Shell”. The campaign featured in global media heavyweights such as the BBC, Bloomberg, CBS, ABC, NHK Japan, New York Times among many others.