Profits & Principles

Shell is known around the world as a quality, global company. But, also a company who let profits get in the way of principles.


This press campaign aimed to fess up and explain in a clear, honest way exactly what happened and what Shell is doing about it. The ads targeted world government agencies, conservationists, scientists, and Green Peace. It was placed in National Geographic and translated into ten languages. Brad art directed the campaign though JWT London and art directed photography in South Africa.