Huib Maaskant

Creative director, concept, copy

Welcome to Shell



Brand strategy, brand activation

The Netherlands is one of the first countries to implement Shell's global campaign 'Welcome to Shell'. But what does such a welcome actually mean to the Dutchmen? The Dutch are not triggered by a classic toothpaste smile, but they thrive on hospitality. The strategic choice of translating welcome into hospitality had a lot of implications for the tone-of-voice, but also for training programs and promotions. Over a period of months, we seeded the notion of hospitality in a national campaign, at service stations and in the organisation.

Brand manifesto

RC Coffee

RC Toilet

Mega frame on the side of the station

Pump topper

Poster coffee + wifi

Poster clean toilets

Poster client feedback

Designing the customer journey

Many additional promotions

Agency Iris - strategy Michiel van Schooten, Huib Maaskant - concept Michiel van Schooten, Huib Maaskant - photography Jerome de Lint - production Iris