Shell MY fuels up FOOH stunt starring Lewis Hamilton

Shell Malaysia has launched a series of fake out-of-home (FOOH) activations starring Lewis Hamilton to promote its premium fuel, Shell V‑Power.

The virtual "billboards", which show the seven-time Formula One world champion in Scuderia Ferrari HP red, were digitally placed in front of iconic Kuala Lumpur landmarks including the Petronas Twin Towers, Petaling Street and KL Tower.

The campaign, created in partnership with GrowthOps Asia (lead creative), Edelman (PR), and Invictus Blue (media), forms part of Shell’s broader “Feel it all” brand platform, which celebrates its 75-year partnership with Scuderia Ferrari HP.

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“This year is 75 years of innovation partnership between Shell and Scuderia Ferrari and we’re proud that Shell V-Power is the only fuel used, trusted and recommended by Scuderia Ferrari HP on track which our customers can also experience on the road," said Seow Lee Ming, general manager, Shell Mobility & Convenience Malaysia.

In tandem, Chris Greenough, general manager of GrowthOps Asia said, “This activation is a powerful synthesis of emotion and engineering. We know Malaysians have a real connection with Hamilton, so we saw this as a prime opportunity to connect with them."

The FOOH content was released on social media on 20 June and quickly gained traction, racking up more than 1.65 million organic views and thousands of comments across platforms. The digital stunt was also supported by traditional OOH placements around the city.

As part of the campaign, Shell Malaysia is offering customers a chance to win a VIP motorsport experience in Singapore with every Shell V‑Power purchase.

Hamilton, who currently drives for Scuderia Ferrari HP, has become a fixture in brand campaigns. In February, he was named brand ambassador for yoga and activewear brand lululemon, which will support his training and recovery while collaborating with him on product innovation and advocacy work through its Centre for Social Impact and his foundation, Mission 44.

Prior to that, Hamilton was tapped by Dior as its brand ambassador following his 2023 British Grand Prix win. The partnership included a capsule collection designed by Dior men’s creative director Kim Jones, positioning Hamilton as part of Dior’s strategy to align with icons who redefine convention.

Earlier this Raya, Shell Malaysia released a four-episode series created in partnership with GrowthOps Asia, depicting Roger Hensem — an “adventurer” played by local actor Remy Ishak who brings his family on four “quests” with the help of Shell’s FuelSave 95 and FuelSave Diesel. 

The four “journeys” build on the success of last year’s campaign of the same title, “Kembara Lebih Jauh” (‘Journey further’). It features a series of light-hearted, family-friendly escapades that showcase both the emotional and practical benefits of Shell FuelSave, and also promotes Shell’s Raya lucky draws.

The campaign will be rolled out as a fully integrated effort through the year across TV, cinema, OTT, radio, outdoor, digital, social media, in-store, and more, ensuring Malaysians engage with Roger and his family across every platform. 

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