Shell Helix: The Ultra Art: Hulunbuir

Does anyone pay attention to motor oil ads these days? The way they rely on dry data and industry jargon, it’s no wonder consumers find them hard to understand and uninspired. It is also a huge communication challenge for Shell Helix Ultra.

Inspired by China’s vast natural landscapes and local cultures, we transformed technology into art. We drove to four extreme locations in China to present Shell Helix Ultra’s features in four unique artistic ways. By showcasing local art and culture, we made technology artistic, content attractive, and complicated jargon intuitive.

At Hulunbuir, the coldest area of China, Shell Helix Ultra is fast-flowing even in ultra-cold conditions. We demonstrated this feature with two ice tree sculptures created by a local artist.

Then we headed to the Flaming Mountains. Inspired by the weapon of Monkey King, leading character in The Journey to The West, we designed a ‘Golden Stick’ installation art piece. By subjecting it to ultra-high heat, we presented the product’s stability.

On the ultra-humid island of Hainan, we partnered with the local Hlai tribe to craft two traditional metal engraving plates. For over 40 days those plates were exposed to ultra-high humidity, proving the product’s corrosion resistance.

And finally at the Tibetan Plateau, we helped a local nomad family move and restore their traditional art home. By being at such an ultra-high altitude area, we witnessed how Shell Helix Ultra maintained the engine’s power.

By using local environments and featuring local art and culture, we made technology artistic, content attractive, and complicated jargon intuitive. The result? An ultra-interesting motor oil ad - and a new way to make art ultra-valuable.

Impressions 300,000,000+
People Reach 80,000,000+
Video Views 60,500,000+
Follower Growth Rate +34%
Interest to the Brand +18%

*Data source: Shell Helix