Shell launches new OOH campaign to advertise the strength of their engine lubricant range Helix Ultra. With the slogan “Your trip will continue no matter the driving challenges”, and a photo of a 4x4 driving across the dessert towards the pyramids of Giza, the ads focus on the red as Shell’s main global branding color and localize the campaign with the photo of the pyramids. Strategic “glocal” touch from a global company that started as a small shop in London nearly 200 years ago and has grown to become a leading group of energy and petrochemicals companies with presence in more than 70 countries. With Large and X-Large uni-poles, megas and double-decker poles the campaign decorates the major roads of the city.
