Shell - The Coffee Line

Making London's buses run on coffee.

Shell's #MakeTheFuture is an initiative that supports entrepreneurs turning bright energy innovations into positive impact for communities. 

To bring this story to a millennial audience across the world, we set a world-first collaboration with start-up Bio-Bean to create a B20 biodiesel using a coffee oil component extracted from the city’s recycled coffee grounds.

We then powered the iconic red London buses with this biodiesel on a pilot stunt for which we used a first batch of 6,000 liters of coffee — enough to power one bus for a year.

With the average Londoner drinking 2.3 cups of coffee a day and the city producing over 200,000 tonnes of waste a year, our approach was to inspire a millennial audience that hardly sees adverts with a conversation about imaginative solutions for the inevitable waste of our cities. 

Despite using only a few posters on buses plus an activation at key coffee bars, our story was picked up by most of the world's top media and publications including BBC, CNN, the New York Times, Mashable and Wired, to name a few.


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  • At JWT London

  • In 2017

  • Executive Creative Director: Lucas Peon

  • Creative Directors: Ferran López, Chermine Assadian

  • Head of JWT Live: Jonathan Terry


As Freelance Creative Director I helped JWT London conceptualise and lead a group of agencies in delivering this innovation to a mass audience. During 6 months, together with JWT and JWT Live teams, we created the fuel plus the visual assets, content and activations with partnering coffee stores, and ensured a consistent narrative for the PR launch.