Shell wanted to show how they’re working towards a more gender balanced future in engineering.

 

Research showed that female engineers have a strong online presence on forums such as Reddit. It's here they feel comfortable sharing their stories and experiences. Using this insight, it was important for us to convey their real life experiences and show that Shell acknowledges and recognises their struggles. 

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We tapped into popular MEME culture to convey the engineers experiences in a video format.

 

This first phase of the campaign was focused on showing Shell's acknowledgement of these micro-aggressions and how they want to help change the industry.

 

The results showed how well this style of content resonated with the audience and helped us create further cut downs and content to push the message further.