“The Key - Quick Conversations on Creativity” Carl Pring (Shell Marketing Leader)

🔥 “The biggest post got 98 million impressions” 🔥

That's what can happen if you harness great creativity.

I had a great "Quick Conversation 🎤 " with Carl Pring, (marketing leader at Shell), discussing what "The Key 🔑 " is to great creativity.

His answer:

"Imagination. Pushing boundaries and challenging ideas"

Carl Pring's team collaborating with IBM, Scuderia Ferrari HP, MSQ and SEEN created a personalised film (using AI) set in the Ferrari F1 pit, with Lewis Hamilton and Charles Leclerc welcoming you by name. One post notched up over 98 million impressions and the campaign had 100% positive sentiment. 🤯

Check out the film about the campaign in the comments

Carl Pring expanded on his "Key" of "Imagination":

1️⃣ 💪 Imagination needs brave boundaries

Carl challenges his agencies to go braver and bolder. If an idea doesn’t make people feel a bit scared, it’s not pushing far enough. Creativity flourishes when you keep asking, “How could we be more daring?”

2️⃣ 🤖 Use AI to enhance the idea, not replace it

In their Ferrari collaboration, AI personalised each film by integrating your name in audio and on VIP passes. It wasn’t gimmicky, it was seamless storytelling that made fans part of the Scuderia Ferrari HP and drove those 98 million impressions.

3️⃣ 🤝 Make people part of the experience

Great creativity invites participation. Instead of passive viewing, let your audience step into the story. Carl’s team captured data in exchange for hyper-personalised content, creating shareable moments and building deeper connections.

🌟 Imagination, AI and participation, all harnessed with courage and curiosity.

That’s Carl’s key to unlocking creativity at scale.

🙏 Thank you Carl Pring for your time and here's to great success in the awards with this one!

🍾 And also such great news that Scuderia Ferrari HP are doing so well in this year's F1 and that Lewis Hamilton got his first podium for Ferrari!!! 🍾