J. Walter Thompson London

Shell


#MakeTheFuture energy relay with bio bean


After two years of preparation, we helped Shell officially launch it's world-first collaboration with start-up bio-bean. bio-bean helps to power the iconic red London buses with a B20 biodiese using a coffee oil component extracted from the city’s recycled coffee grounds.

This is the latest chapter in its ongoing investment in its #makethefuture energy relay – an initiative which supports entrepreneurs turn bright energy innovations into positive impact for communities around the world.

With the average Londoner drinking 2.3 cups of coffee a day and the capital producing over 200,000 tonnes of waste a year, this represents an opportunity for a city’s circular energy economy; as well as an imaginative solution for the inevitable waste product of a cosmopolitan capital.

As Shell’s lead creative agency, J Walter Thompson London (JWT) conceptualised and led a group of agencies in delivering the smart energy idea to a mass audience. After more than two years in development, JWT supported Shell and bio-bean in the set-up and launch of the initiative, creating all visual assets across digital and traditional media. For this project, we also worked with Colloquail on content and social campaign aspects.

Previous to bio-bean, the relay used Pavegen’s kinetic tiles to convert player’s footsteps into energy in football pitches in Rio. 2016’s “Best Day of My Life” introduced other bright energy idea collaborations such as GravityLight that brings clean light to off-grid Kenyan homes, Insolar in Rio and bio-bean.

Jonathan Terry, Head of JWT Live, Integrated Partner JWT Live, said, “We first presented this idea to our clients two years ago, but as always with world first ideas, they take so long to execute. What made this one difficult is the regulation, getting the fuel certified as well as getting it into actual London buses. What makes it all worth it though, is the fact this is a real fuel solution and a great example of how cities should be working. Personally, I get frustrated at how many stunt type executions we see at the awards ceremonies…one off prototypes. What’s great here is that this is a long term answer.”

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