Shell Oil Diversity Development

Shell Oil hired Colabours to produce print advertising to highlight the company's diversity efforts during the Winter Olympics in Nagano, Japan. The client sought to develop advertisements that would be effective in high profile placements in American and Japanese media. The challenge was to emphasize not only the multiculturalism within Shell's U.S. operations, but to also show a sensitivity to cultural themes and norms of Japan.

After careful research and planning, Colabours developed a series of print advertisements that helped the client tell its story to two very different audiences. By portraying a subtle sense of hierarchy among diverse models in photo shoots, we were able to demonstrate the client's commitment to multiculturalism domestically and internationally. We also designed the ads to share the look and feel of Shell's overarching advertising campaign and design system.