INTERACTIVE: Shell International

Shell appears to be pursuing a two-fold strategy. Business-to-business and business-to-antagonist. On the first front, it’s the usual no-brainer content that typifies large multinationals. Dull, unimaginative and lacking in personality. But the second front, or ’sensitive issues’ as the site calls it, is rather more interesting.

Shell appears to be pursuing a two-fold strategy.

Business-to-business and business-to-antagonist. On the first front,

it’s the usual no-brainer content that typifies large multinationals.

Dull, unimaginative and lacking in personality. But the second front, or

’sensitive issues’ as the site calls it, is rather more interesting.



Given the possible adverse effect on Shell’s public image, I found the

section on ’indigenous peoples’ incredibly bland and somewhat

patronising.



’Western society has a pretty poor historical record on how local people

were treated when the explorers arrived. Native cultures were destroyed

and wisdom was lost. We have learned to value these things,’ it

reads.



The Internet is the place to get brave and really open up to dialogue,

not trot out ’corporatese’. Almost as annoying, the site is painfully

slow from the UK. The Website’s design and content makes me suspect that

the host server is an old shoebox buried far under the North Sea.



Client Shell International

Brief Produce a site that provides a resource on the Shell Group

Created by Shandwick Interactive

Programming Shandwick Interactive/Art of Invention

Address www.shell.com