Shell World Philippines 2012 Issue 2

A winning ad in 15 minutes: Poweringthe world with cleaner energyLast year, Ronald “Suiee” Suarez created the winning Let’s Go ad in the “Your Advertising Idea”competition. Suiee shares his insights into Shell’s energy solutions, and how they’re helping to fuelprogress and nation-building.BY JOCELYN DIANA-DIGARonald “Suiee” Suarez shares his winning entry with the members of Communications GroupIt didn’t take long for Ronald FrancisSuarez, known as “Suiee,” to develophis winning entry to the new Let’s Gocampaign. In 15 minutes, he madeup his mind that the spotlight shouldbe on cleaner energy for a cleanerenvironment for more people. Hisinspiration was the Malampaya DeepWater Gas-to-Power Project. For Suiee,the Malampaya Project is one of thekeys to a brighter and greener futurefor Filipinos and would help to builda more beautiful and progressivePhilippines.Spontaneous“When I saw the call for entries, Iimmediately felt that I had to join.My winning idea took me around15 minutes to complete. It wasspontaneous. Malampaya and all thegood that the Filipinos derive from theproject was the first thing that came tomy mind. I didn’t feel like I was puttingtogether a winning entry – I just feltlike placing my immediate thoughtsand ideas into words and straightinto the entry form,” Suiee, PilipinasShell Ngo & Stakeholder RelationsManager, said.The call for the Best Advertisingcalled for ideas from Shell employeesworldwide on better energy solutionsthat Shell is providing customers,which could be developed as acorporate advertisement. Suiee’sidea was to highlight the benefits ofthe Shell-operated Malampaya DeepWater Gas-to-Power Project, whichrecovers natural gas from deep waterand provides local, cleaner-burningnatural gas for power generation in thePhilippines’ growing cities.Suiee’s advertising idea winsOut of nearly 1,000 suggestionssubmitted by Shell employees, Suiee’sproposal was one of 20 to reachceo Peter Voser and the ExecutiveCommittee.One of the comments in support ofSuiee’s suggestion to use Malampayawas: “The idea shows a really clearexample of how an innovative projectcan be such an integral part of acountry’s progress – bringing longlastingbenefits of cleaner energy tomany, many people.”After winning the competition, Suiee’sadvert went into production. “In myopinion, making it to the top 20 wasalready a great achievement. Toppingall entries from around the world was afantastic surprise!,” said Suiee.Powering our world withcleaner energyIn October, the new Shell CorporateLet’s Go advertisement entitled “Let’sShell companies in the Philippines CountryChairman Edgar Chua (right) congratulatesSuiee for his winning entry.power our growing world withcleaner energy,” featuring Suiee’swinning idea, was published inTime Magazine, Newsweek and onFacebook. The final advert showsarchitects and builders applying thefinishing touches to a new developmentin a Filipino city.Expressing pride and enthusiasmon Shell’s energy portfolio in thePhilippines, Suiee said, “As a FilipinoShell staff, I feel proud about how Shellcontributes to our nation’s developmentand to a bright future. The Philippinesis a developing nation, with a growingpopulation whose living conditionscontinue to improve, which willeventually lead to more consumption.If the world continues on its currentrate of consumption, experts estimatethat by 2050 the energy demand willdouble – and this is how Shell’s betterenergy solutions are at work to powera better future for all.” swPshell world philippines i 7