A Sky Made For Dreams / J. Walter Thompson Shanghai
In April 2015 J. Walter Thompson Shanghai and Shell launched “A Sky Made For Dreams”, a brand campaign developed exclusively for China that underscores the company’s long-term commitment to the country, and illustrates how Shell helps Chinese consumers turn their dreams into reality.
“The Road to Soaring Skies” shares the story of a traditional kite-maker from Weifang and his son, Li Hongzhao, who are rebuilding their relationship. Each time they visit the countryside to collect kite-making materials, Li fills up his tank with Shell fuel with Active Cleansing Technology to ensure a smooth ride. Just as Shell fuel clean his engine, through kite-making, father and son dream of a fresh start.
“Destination Home” profiles Chengdu resident Zeng Hang, who owns his own truck business and wants to better manage his job so he can spend more time with his wife, who has always stood by him. Zeng talks about how his engine lubricant, Shell Rimula, is helping make that happen.
“The Pool of Passions” introduces viewers to swim coach Guo Lingkan, who passes on his dreams of achieving sporting excellence each day to his swim class students. When he was younger, he trained in icy temperatures, but now his students are able to train in a heated pool. Working with Chinese partners to unlock in-country gas resources and by importing LNG, Shell increases the percentage of natural gas – the cleanest burning fossil fuel – in China’s energy mix.