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. 

We only advertised through some posters on buses plus an activation at partnering Costa coffee stores, but the story of Shell’s innovative fuel 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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As Freelance Creative Director I helped JWT London conceptualise and lead a group of agencies in delivering this innovation to a mass audience.
Over the course of 6 months, we created the fuel (after countless product tests) plus the visual assets, content and the activation with partnering Costa coffee stores. We also ensured a consistent narrative with the rest of partners and agencies involved in the PR launch.



  • D&AD - Wooden Pencil - Environmental Sustainability

  • CLIO - Bronze - Public Relations

  • EPICA AWARDS - Bronze - Vehicles, Automotive Services & Accessories

  • EPICA AWARDS - Bronze - Public Interest - Shell ‘The Coffee Line’

  • Cannes Lions - Short list x 2


  • At JWT London

  • In 2017

  • Executive Creative Director: Lucas Peon

  • Creative Directors: Ferran López, Chermine Assadian

  • Head of JWT Live: Jonathan Terry