Shell Energy Recognized with Four Accolades at the 2022 60th Annual American Advertising Federation-Houston ADDY Awards

3 min readMar 10, 2022


Shell Energy and Love Advertising, one of Houston’s longest running independent strategic advertising, marketing and communications agencies, were awarded four, prestigious accolades for the 2021 B2B Shell Energy Campaign at this year’s 60th Annual American Advertising Federation-Houston ADDY Awards. The two industry leaders united to bring Shell’s innovative and compelling vision to life, launching their new brand to the B2B audience.

As the advertising industry’s largest and most representative event, the ADDY’s attracts more than 40,000 entries across the country every year. The recognition of the American Advertising Awards reflects Shell Energy and Love Advertising’s powerful partnership and further solidifies Shell’s position as an enterprising thought-leader in the energy industry.

Awarded the silver and bronze designations, the campaign consolidated Shell’s energy subsidiaries into a singular brand, Shell Energy, and introduced both employees and B2B customers to the new Shell Energy brand. The merge not only reflected flexibility in the ever-evolving energy industry but an effort to move towards a more united and sustainable future.

To inform employees that something big was on the horizon, Shell Energy and Love Advertising launched the We Are What’s Next internal campaign to employees though virtual town halls, office signage, a landing page and emails.

To build excitement around the news, Shell and Love Advertising designed and developed teaser save-the-date invitations and reminder emails to invite select energy brokers to a beautiful private event in Kiawah Island, South Carolina. Alongside Love Advertising, Shell’s digital team created informational pages in an event app for attendees to use while at the getaway.

At Sustainable Brands 2021, the largest sustainable energy conference of the year, Shell unveiled the new brand shift from MP2 to Shell Energy to B2B customers with exciting and interactive installations. These experiences demonstrated Shell Energy’s offerings by physically capturing and storing human energy for sustainable activations. With creative posters, banners, graphics and a custom landing page to book one-on-one time with reps from Shell Energy, the company’s presence increased interest and foot traffic throughout the duration of the conference.

Below are the award designations and photos.


· Shell Renewables and Energy Solutions Americas | Shell Energy | Integrated Advertising


· Shell Renewables and Energy Solutions Americas | SHELL MP2 Broker | Direct Mail Campaign

· Shell Renewables and Energy Solutions Americas | SHELL MP2 Broker | Messaging Campaign Card, Invitation or Announcement Campaign

· Shell Renewables and Energy Solutions Americas | Shell Energy: Sustainable Brands | Out-Of-Home Multiple Installations

Kiawah Campaign

2021 B2B Campaign




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