When Shell asked us to create a campaign around their annual Disneyland Paris ticket giveaway in partnership with Disney, we saw more than a promotion. We saw an opportunity to tap into joy, wonder and childhood dreams and to reframe Shell as more than just a fuel brand.
For us, it wasn’t just about giving away tickets, it was about delivering magic.
The challenge? Make this year’s campaign bigger, bolder and more meaningful than ever before. We needed to spark genuine excitement and drive engagement across multiple touchpoints, while staying true to the identity of both brands. Disney brings magic. Shell brings energy. Our job was to combine the two in a way that felt fresh, playful and modern.
We rolled out a cross-channel campaign that blended digital, social and out-of-home media. But we didn’t stop there. With Shell Netherlands recently launching their TikTok presence, we saw an untapped playground for storytelling and community connection. So we built a giveaway designed for this platform, turning it into a moment families didn’t want to miss.
The response was massive.
Thousands of participants joined in, and the TikTok campaign alone racked up hundreds of thousands of views. It wasn’t just a giveaway, it was a conversation, a shared moment of delight that people truly engaged with.
As Art Director, I led the visual direction of the campaign, bringing to life a universe where Shell’s recognizable identity met Disney’s timeless magic. Every design choice, from sparkly social assets to bold OOH visuals, was crafted to evoke a sense of wonder and anticipation. We wanted families to feel like something special was waiting for them around the corner.
Now, Shell isn’t just being seen as a fuel brand. It’s being remembered for moments of joy, for bringing people closer to something magical. And that’s a story worth telling again.
TikTok Campaign
