Power, prestige, and partnership in motion

We brought Shell Helix’s new global campaign to life through a premium, four-day customer and influencer experience during the Formula 1 weekend in Barcelona. A bold fusion of storytelling, motorsport, and brand immersion.

Find out how we made it unforgettable.

The Challenge

Shell Helix set out to launch a bold new chapter for its brand, unveiling:

• A new global campaign: Unleash the Power Within
• Refreshed packaging and premium positioning
• Performance claims rooted in elite motorsport partnerships

But to cut through, this had to be more than a press release – they needed a show of power and strength. The brief was to create an unforgettable experience for 100+ key influencers, trade champions, and customers from 14 markets. One that would feel premium, authentic, and content-ready from every angle.

The challenge? Delivering a seamless multi-partner brand activation during one of the busiest weekends on the motorsport calendar – Barcelona’s Formula 1 Grand Prix.

The Solution

We created a four-day immersive journey that turned Shell Helix’s brand promise into real-world experience – balancing storytelling, spectacle, and strategic messaging.

Day 1 – Ferrari Gala Dinner
A dramatic entrance tunnel mirrored the campaign film, followed by the global reveal of Shell Helix’s new packaging. Ferrari vehicles framed the venue, with live panel appearances by Charles Leclerc and Sir Lewis Hamilton. A violinist and opera singer underscored the evening’s sense of prestige .

Day 2 – Hyundai Dinner
Set against a Hyundai rally car backdrop, the second night celebrated endurance and performance. A flamenco dance performance tied motorsport to local culture, and rally driver Martijn Wydaeghe and his mechanic Pablo took the stage for an engaging panel discussion.

Day 3 – BMW Track Day
Guests joined rally legend Kevin Magnussen for high-octane hot laps, drifting, and podium moments. A BMW was crane-lifted onto the rooftop for a photo-worthy reveal. Every moment was framed by Shell Helix branding, creating unforgettable proof of performance.

Day 4 – Formula 1 Grand Prix
The experience culminated at the Spanish Grand Prix, where guests absorbed the energy and excitement of motorsport’s highest stage – reinforcing the brand’s elite credentials.

Throughout the experience, creative consistency tied the event together – red-wash lighting, unified signage, and partner storytelling seamlessly blended into one cohesive Shell Helix narrative.

“The event surpassed all our expectations — from the meticulous planning required for such an unprecedented scale, to the team’s unwavering support on the ground, and ultimately to the lasting impression our brand made on every participant. A heartfelt thank you to the Emota team, who worked hand in hand with us throughout the entire journey.”

– Aneta Tadeusiak – Global Brand Director for Shell Helix

The Value Created

This wasn’t just an event. It was an experience that delivered hard ROI and long-term brand impact:

• 6x ROI across participating markets
• $2M media value from content used across campaigns
• 300M+ social reach, with 86% positive sentiment
• 5–10% local market budget savings through global content reuse
• >90% attendee satisfaction, with the Ferrari gala scoring 98%
• Global buzz, local resonance, and unified messaging across 14 markets

Perhaps most importantly, Shell Helix’s brand came alive – not just in what people saw, but in what they felt.