Campaign starring Sophia Abraho and Sergio Malheiros
Shell Brasil presents its new corporate campaign Caminhos do Amanh, which will be launched next Monday, November 6th, during the break of the soap opera “Terra e Paixo” on TV Globo.
The campaign explores the five-chapter mini-soap opera format, set against the backdrop of the future of energy, with the story of the transformation of a couple’s lives. The proposal is a partnership with Razen, an integrated energy company and licensee of the Shell brand.
The production stars the couple Sophia Abraho and Sergio Malheiros, and will air between the 6th and 10th of November. The actors play Laura and Bruno, who are faced with the biggest change in their lives with the arrival of a baby, and begin to question whether their old habits fit into the more sustainable future they want to leave for their son.
We chose as the main piece one that is a national passion and speaks the language of the Brazilian public: a mini-soap opera, with five episodes, in between the soap opera with the highest audience in the country, in prime time, explains Glauco Paiva, executive manager of communications and social responsibility at Shell. Brazil.
In addition to the episodes, the action includes pre-launch teasers on the main programs on the TV Globo schedule such as Jornal Nacional, Caldeiro, Domingo, Mais Voc, Encontro, in addition to pay TV channels such as Sportv and Globonews. As support, more than 134 activations are planned on open TV and 272 on PayTV, in addition to insertions on social networks and print media.
Shell’s website will also gain a dedicated page for the campaign where the public can find more information about how the company invests and develops its pillars for the future of energy.
The campaign also has an OOH (out of home) presence, the cities of Rio de Janeiro, So Paulo and Braslia will receive activations at strategic points such as the Museu do Amanh and VLT (RJ), JK Airport (DF) and subway stations da Luz, Consolão and Faria Lima (SP). The production will be expanded to the big screen over the course of two weeks, in more than 200 theaters in the three cities mentioned above, in the capital of Minas Gerais and in the state of Espírito Santo.
We reversed the logic of the merchandise and instead of bringing advertising into the soap opera, we created our own soap opera in the break. It was a bold move for the segment, both on the media and creative side. We bring the brand closer to people’s lives and embrace the language of entertainment with everything”, say Alvin Shiguefuzi and Sabrina Villar, creative directors Wunderman Thompson.
