Shell’s Make the Future Festival is the largest branded festival of 2016 according to global creative agency, Imagination, which created it for Shell.

Shell runs 2016’s largest branded UK festival


Shell’s Make the Future Festival, taking place from June 30th to July 3rd on a site the size of four football pitches in London’s Olympic Park, is set to be the largest branded festival of 2016 according to global creative agency, Imagination, which created it for the Anglo-Dutch energy giant.

The event is expected to attract 40,000 visitors, including 9,000 school children from around the UK.

The Make the Future Festival is an opportunity for the public to experience energy innovations from start-ups as well as from Shell and some of the world’s smartest students. There will be over 15 thousand square meters of activities to play, learn and share, including a 2.2 km race track plus entertainment and celebrity appearances from Rachel Riley and football legend Pelé, amongst others.

The Festival will feature interactive experiences that blur the boundaries between the digital and physical worlds, including a mobile ‘maker pass’ that allows visitors to vote up their favourite ideas, live leader boards, roll about in giant plastic balls that challenge visitors to generate as much energy as they can (then posts videos of their efforts to YouTube), interactive games, virtual reality experiences, an Instagram takeover that transforms the @shell account into a live interactive map and numerous live social media streams.

The festival is set out in six interactive and connected zones including:

  • Main stage – celebrity guests and live science shows will entertain the crowds;
  • Idea incubator – an opportunity to meet Britain’s young entrepreneurs and start-ups and learn about projects that aim to meet our growing energy needs while reducing carbon emissions;
  • City life – including a football challenge where footsteps create energy (featuring a guest appearance by Pelé);
  • Future energy – people can get involved by getting inside a giant energy-creating transparent plastic ball. Virtual reality headsets take them on a journey deep underground to see how CO2 can be captured and stored safely;
  • Mobility – allowing visitors to inspect energy efficient cars and explore the F1 garage exhibition;
  • Hands on science – letting people make salt water cars, learn about programming and get involved.

The central attraction will be Shell’s Eco-marathon – a competition that challenges teams of students from top universities around the world to design and build cars that can go as far as possible on a litre of fuel. A race track has been built to stage daily competitions of the world’s most energy efficient cars.

Imagination’s Group CEO and Global Creative Director, Douglas Broadley, says the festival will offer visitors never-before-seen experiences. “Shell has successfully been running the global student innovation competition Eco-Marathon for many years to highlight the efforts made around the world to improve energy efficiency. This festival raises its ambitions even higher to inspire, excite and inform everyone who attends – from school children learning about the environment to engineers working on cutting edge energy innovation.”

Shell Make the Future Festival takes place at The South Park Lawn, Queen Elizabeth Olympic Park from Thursday June 30 – Sunday July 3 09:00-18:00 with last entry at 17:00.

Visitor tickets can be requested at Shell Make the Future

Imagination is an independent global creative agency established in 1968 to deliver brand communications via transformative experience ideas. Drawing on the skills of creative strategists, architects, designers, filmmakers, animators, creative technologists, UX designers, social media experts, art directors and copywriters, Imagination helps clients to measurably meet their brand and business challenges. Clients include Aston Martin, Canon, Commonwealth Bank, Delphi, Ford, GE, Guinness, Harvey Nichols, Jaguar Land Rover, NFL, Rolls-Royce Motor Cars, Royal Australian Navy, Samsung, Shell, Siemens and Tetra Pak.

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