Each year, in a global promotion, Shell and LEGO partner for the Shell V-Power LEGO Ferrari incentive.
In forecourts across the world, drivers are incentivised to pay that little bit extra to buy not just regular unleaded, but Shell V-Power. In exchange for choosing Shell's premium fuel, drivers are eligible to purchase exclusive LEGO Ferrari toys, only available in forecourts.
To promote this initiative, Joe wrote a global TVC, filmed at the Ferrari factory racing ground, Maranello.
He also wrote a series of short LEGO racing announcer vignettes for a fictional online news channel - Ready Set Build TV. These were designed to incentivise children to submit their own UGC, playing with the cars their parents had purchased.
