Shell Singapore : Custom Blind Box

Client: Shell Singapore
Project: Custom Blind Box Figurine Keychains for 135th Anniversary

Challenge
To celebrate 135 years in Singapore, Shell wanted a unique employee giveaway that went beyond standard corporate merch—something engaging, memorable, and rooted in their brand story.

Solution
Gumtoo created a custom blind box collectible series featuring 6 figurine keychains, each representing a milestone in Shell’s journey—from fuels & lubricants to EV charging, LNG bunkering, and sustainable energy initiatives.

Each blind box included:

• 1 mystery figurine keychain

• Story card

• Branded sticker

Result
The campaign transformed a traditional anniversary giveaway into a fun collectible storytelling experience, creating excitement through the mystery unboxing while giving employees a meaningful keepsake tied to Shell’s 135-year legacy