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In Vietnam, 72 out of 100 people own motorbikes, but only 5 own cars - making mechanics essential to keeping the nation moving. Despite being the top influencers in lubricant choices (98% of consumers rely on their expertise), mechanics are often dismissed as low-status labor. As the world’s leading lubricants supplier committed to progress, Shell set out to amplify their voices and champion their vital role in the country’s mobility.

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The Unsung Heroes of the Road

Shell Vietnam – Fueling Mechanics’ Pride

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Campaign Ideation

Creative & Content

Design

Content Production

Communications

Film Production

Award-winning

For too long, mechanics worked in the shadows. This campaign changed that. Fueled by powerful earned media, Shell’s message spread organically, bringing 16K+ mechanics into the spotlight while 4,000+ people joined hands in appreciation. The movement went beyond advertising - it became a buzz marketing success, sparking conversations that reached 20M+ people, drove 180K+ social engagements, and elevated Shell’s impact: 94M+ impressions, 72% reach, 3X margin growth, and 2X branded store KPI. With a bold omni-channel approach, Shell didn’t just change perceptions - it redefined impact, proving that mechanics deserve respect, and that real change starts with a voice.

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Breaking Stereotypes, Building Impact

#fec81d

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A linguistic insight sparked the idea: In Vietnamese, “Nhất” means “the best” - a title mechanics rarely claim. But doubled, “Nhất Nhất” transforms into relentless determination, creating a dual-impact platform that both challenges social prejudice and reclaims respect for mechanics. By shifting from brand talk to real voices, “Nhất Nhất Theo Đuổi, Nhất Nhất Tiến Tới” (Always Striving, Always Moving Forward) shattered stereotypes, uplifted mechanics, and proved that Shell’s No.1 status is more than a title - it’s a commitment to real impact.

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A Powerful Double Wordplay

Shell Vietnam – Fueling Mechanics’ Pride

The Unsung Heroes of the Road

A Powerful Double Wordplay

Breaking Stereotypes, Building Impact

Awards Winning

Can’t get enough?
Here are some related works for you!

Shell Vietnam – Fueling Mechanics’ Pride

The Unsung Heroes of the Road

A Powerful Double Wordplay

Breaking Stereotypes, Building Impact

Awards Winning

Can’t get enough?Here are some related works for you!

Can’t get enough?
Here are some related works for you!