Green fuel is often considered good for the environment but low on performance. However, Shell Helix Ultra 0W series of automobile oil actually increases the performance of the engine by keeping the exhaust system clean and therefore, lowering engine emission. So, the ask was to generate awareness of its unique properties in an eye-catching way.

We used the symbol zero ‘0’ from the product name as a creative device and called this Shell campaign, The Power of Zero, Zero Compromise on Performance with Care for the Environment.