Shell launches latest chapter of #makethefuture energy relay

Shell supports start-up – bio-bean– to help power London buses with a biofuel made using a coffee oil component extracted from the city’s waste coffee grounds.

This is the latest chapter in its ongoing investment in its #makethefuture energy relay – an initiative which supports entrepreneurs turn bright energy innovations into positive impact for communities around the world.

Malena Cutuli, Group Head of Integrated Brand Communications & Capability comments, “Since 2014, Shell has been committed to supporting the smart solution ideas of young entrepreneurs that will help build a brighter future. A good idea can come from anywhere, but with the scale and ambition of Shell, we can together make true progress.

“In supporting visionary companies such as bio-bean we are easing the transition to more sustainable energies. We welcome anyone with a bright idea to help us ‘Make the Future’ through initiatives such as our Shell LiveWIRE programme.”

Launching in 2014, Shell’s #makethefuture initiative – created and developed by Malena Cutuli, Group Head of Integrated Brand Communications & Capability -showcases clean innovations that have potential to make real human progress. The relay has already used Pavegen’s kinetic tiles to convert player’s footsteps into energy in football pitches in Rio. 2016’s “Best Day of My Life” introduced other bright energy idea collaborations such as GravityLight that brings clean light to off-grid Kenyan homes, Insolar in Rio and bio-bean.

In anintegrated campaign that spans PR, digital, retail POS and OOH advertising, Shell supports bio-bean as it recycles tonnes of waste coffee grounds to create a B20 biodiesel which is supplied directly into the fuel tanks of London buses.

With the average Londoner drinking 2.3 cups of coffee a day and the capital producing over 200,000 tonnes of waste a year, this represents an opportunity for a city’s circular energy economy; as well as an imaginative solution for the inevitable waste product of a cosmopolitan capital.

To launch the latest #makethefuture chapter, Shell worked with a collection of London-based agencies to ensure strategic storytelling at all consumer touchpoints. Shell’s lead creative agency, J Walter Thompson London (JWT) conceptualised and led a group of agencies in delivering the smart energy idea to a mass audience; creating all visual assets.

Global integrated communications agency, Hill + Knowlton Strategies, approached the public relations brief with a strategy spanning 20 markets, enabling this story to travel globally. MediaCom was responsible for the media planning strategy and buying, to build awareness of Shell’s collaboration with bio-bean across six key markets.

To find out more about Shell’s #makethefuture campaign, visit and bio-bean visit


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