The best of both worlds. Shell

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The best of both worlds. Shell

Bringing to life Shell’s innovation and expertise in gas-to-liquids (GTL) technology… in just eight weeks.

 
Challenge
Bring to life Shell’s innovation and expertise in gas-to-liquids (GTL) technology, at the official inauguration of the largest GTL plant in the world, in just eight weeks, for an audience including significant global dignitaries, at its official inauguration in November 2011.
 
The key objective was to highlight Shell’s unrivalled track-record of innovation in GTL technology whilst establishing the plant as the crowning achievement of the partnership between Shell and Qatar Petroleum.
 
Insight
Revenues from its extensive natural gas reserves have transformed Qatar over the past three decades. At peak capacity, Pearl GTL will account for almost 10% of Shell’s total global production.
 
Solution
 
Our solution combined a striking physical illustration of the plant’s scale and sophistication with a wealth of interactive digital content.

We designed and built a beautifully-crafted 4.5m² scale model of the plant, made of 1,600 Perspex blocks, each assembled from up to six components. Each component is up-lit and brought to life by fifteen LCD screens playing high-definition GTL process animations.

The model, surrounded by twelve touch-screens, provides users access to hundreds of supplementary videos, animations, stills and text-captions, allowing them to explore the plant, its products and people in more detail – either as individuals or as part of a hosted group presentation.

 
Results

  • Danny van Otterdyk, Head of CX Production Services, Shell: “this piece of experiential communication will go down as one of our most successful and impressive pieces we have produced and the impact it had was there for all to see.”
  • The project received extensive, high-profile regional and international media attention.
  • When the model appeared on Shell’s stand at the 2011 World Petroleum Congress in Doha, visitor research revealed that the Pearl GTL story was the most clearly remembered message.
  • The installation will become a science-teaching resource for students of all ages at the Education City complex in Doha, and may ultimately form part of a permanent display at the new National Museum of Qatar, due to open in 2015.
  • Our work for Shell Pearl GTI has won a Silver D&AD Pencil and Cannes Design Lion.
  • The model was used to promote Shell’s technology and innovations in natural gas at the World Petroleum Congress in Doha, where it succeeded in meeting and exceeding Shell’s messaging objectives.

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