Shell launches the Shell Synergy Truck with a three-day pop up in New York City this week, after that it will complete a bi-coastal tour of US colleges. What’s so unusual about a food truck you might ask, the answer is in how you pay.
The iniative called ‘Jump for Your Lunch’ features kinetic tiles which converts the power of footsteps, jumping, or even dance into payment . The truck aims to publisice the renewable energy technologies it is working on, from wind and solar capture, to recycled waste from coffee and cooking oil.
This iniative is part of Shell’s “#makethefuture” global energy relay. The campaign utilises the ideas of the six entrepreneurs and their ideas for energy. The relay launched in 2016 with the ‘Best Day of My Life’ music video.
The Synergy Truck initiative started initially with hackathons in Palo Alto and London. Engineering students from across the US and Europe were challenged to re-imagine every aspect of what they felt went into a food van, this included all aspects from lighting to waste management. LA celebrity chef Ludo Lefebvre mentored the students and created the menu for the truck’s US launch, he said: “Food trucks are now a staple of city streets around the world and will engage people in a way that’s “real and exciting. What better way to get people engaged in the global energy challenge than by tapping into a universal passion – food.”
Malena Cutuli, global head of integrated brand communications and capability at Shell, added:”The size and complexity of the world’s energy challenge demands collaboration between and among businesses, entrepreneurs, governments, communities and citizens – it is the key to unlocking more and cleaner energy solutions,”
JWT, Edelman, Mediacom, and Picnic all delivered the campaign through experiential, social, PR, and media and social enterprise partnerships.
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