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Towards the new energy future.

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The world needs more energy and less CO2.

Shell is a leading innovator for the new energy future. It works decades out developing technology to help move towards the post-fossil fuel era. It's also the world’s largest retailer, visible in over 47,000 places in over 140 countries. (And that’s less than 20% of their business.)

It's also one of the world’s great brands.

They sought a brand idea to connect and drive all disparate businesses and activities. This is the global brand idea developed for Shell and JWT London.

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