With a hundred years of history and branches in 130 countries, Shell is known to be the world’s leading oil company. The high technology Shell uses to search and deliver energy sources to people may be evident in its services; however, there is something else that is crucial to Shell’s vision, which affects our lives to a great degree. Maybe the key point in this vision is the fact that Shell’s role is to “extract and deliver [these energy sources] profitably and in environmentally and socially responsible ways.”

Below, we bring you an interview with Shell’s Brand Team about their short film Eureka. This film is not only entertaining, but also educational in the sense that it presents to you the great ideas behind Shell’s services and shows you the human side of this world-wide company. This short film is a great portrayal of human relationships, determination, hardships, problem-solving, and the limitless boundaries of the human mind.


F.A: Can you tell us a little bit about Eureka and how this film came about? Was it the outcome of an advertising campaign, or was there some kind of message, a non-commercial purpose behind making this short film?

SHELL: "Eureka" was the most visible output from a major project reviewing what the Shell Brand stands for. All brands have to communicate their promise, and Eureka was the first of a series of docu-drama films that are doing just that. Research with our most important audiences showed that they wanted to know not only what Shell does, but why and how we do it. So we set out to tell stories based on true events which showed the human side of Shell as well as the high technology that we use to deliver the energy that people need and want. The qualities that make us Shell, and which we want to portray by real example, are creative, persistent problem solving allied with a constant search for a better way of doing things. We're never satisfied with the status quo.

F.A: How did Eureka reach its audience? What kind of distribution methods have you tried to reach different crowds?

SHELL: "Eureka" was made in several length versions, from 9 minutes to 15 seconds. The shorter versions were used on broadcast TV channels in 6 countries and in global media. The longer version was shown on the Shell website and was distributed by DVD in some countries. The film was supported with print advertising and with further details about the story and the technology behind it on our website. We also showed it in cinema in some countries and we experimented with a major airline business lounge. Research results showed us that the online and DVD media were particularly effective in getting the messages through to our audiences.

F.A: In a note on Eureka, I read that “the film uses Jaap’s story to demonstrate how Shell’s commitment to creative thinking can help us find responsible, sustainable ways to exploit our energy resources.” In your opinion, what can film or the film industry in general do in terms of raising awareness of and presenting initiatives like those of Shell?

SHELL: We deliberately chose to use the concept of docu-drama in longer format films to create corporate communications that would be different from the norm in our category. Film is a wonderful medium for telling great stories in an engaging way. We believe the techniques of feature films made by recognised directors can bring the skills of great storytelling to what we consider to be great, true stories, with people at the heart of them. Our research shows us that these films change the way people think about Shell and about the energy challenge, by showing them things they didn't know about what we do in an attractive and engaging way.


Interview by Eren Gulfidan