Shell #makethefuture

The Power of Sport

JWT, in collaboration with Shell, built the world’s first renewable energy football pitch, showcasing their commitment to a better more sustainable future.


Pavegen’s revolutionary tile technology captured the kinetic energy of passionate young football players to illuminate the stadium’s floodlights, providing a safe playing space for Rio de Janeiro’s children after sunset. The campaign, featuring Brazilian icon Pele and a content partnership with Conde Nast, garnered extensive media coverage, reaching 35 million people worldwide within 48 hours. It also received recognition from the Cannes Jury, winning a Bronze Lion.