Shell turns to DVD to get green message across

by Daniel Farey-Jones, Brand Republic 31-Mar-08, 14:15

LONDON - Oil giant Shell has piggybacked on the Sunday Telegraph to distribute a short film, dramatising its engineers' development of a cleaner burning fuel.

The DVD, distributed with yesterday's paper, focuses on the gas to liquid technology developed by Shell. It includes a seven-minute film called 'Clearing The Air', which tells the story of how a Shell project team overcomes sceptics and setbacks to create a cleaner fuel made from natural gas.

Like the TV, online and press ads Shell has recently been running, it encourages people to visit Shell's Real Energy website, which also hosts the film, for more information.

The DVD and website include another film called 'Eureka', about an innovative drill that allows it to extract oil from previously hard to reach places, and an eight-minute film about the making of 'Clearing The Air'.

According to a Shell spokeswoman, who declined to say which agency produced the work, the campaign is running in several countries.

Shell was recently rapped by the Advertising Standards Authority over an ad focusing on its green credentials, because the wording overstated its claims about the amount of waste sulphur and waste CO2 it recycled.