Build your own miniature race car that runs on salt water and race against other children by finding the ultimate mixture of salt and water. Every young visitor received a free Salt Water Car. In addition to being handed out during the festival, these Salt Water Cars were also distributed through a special educational program throughout the school system in The Hague as part of a preparation guest lecture for the classes that visit Generation Discover Festival.
We were commissioned to develop, organise and produce a new, annual event that would trigger at least 30,000 young people – living in and around The Hague – to develop a real interest in science and technology. We came up with the Shell Generation Discover Festival: an amazing and entertaining five-day festival, held on the Malieveld in The Hague. A place for young people, aged 8 to 12, to get acquainted in a fun way with the future of energy, innovation, science and technology.
Salt Water Cars
A special festive opening ceremony by CEO of Shell Netherlands Marjan van Loon and mayor of The Hague Jozias van Aartsen while Ben van Beurden, CEO of Royal Dutch Shell inspired and encouraged children through an inspiring short video. Attending children took part in a drone challenge and officially opened the Generation Discover Festival.
The marcom campaign consisted of print, film, ads, out-of-home, digital and a wrapped tram in The Hague. All campaign images are developed by BrandBase.