The campaign, signed by Wunderman Thompson, has five episodes and will be published both online and offline
Shell Brasil presented its new corporate campaign, entitled ‘Caminhos do Amanh’, which will be launched during the break of the soap opera “Terra e Paixo”, on TV Globo, next Monday (6).
The communication, coming from a partnership with Razen and signed by Wunderman Thompson, will be made through a five-chapter mini-soap opera that has as its backdrop the future of energy, with the story of the transformation of a couple’s lives.
The production stars the couple Sophia Abraho and Sergio Malheiros, who play Laura and Bruno, a couple who find themselves facing 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. leave it to the son.
“We want to address the energy transition, which is imperative for the planet, in an uncomplicated way, in the language of our everyday lives. That’s why we chose how to
The main play is 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”, explained Glauco Paiva, executive manager of Communications and Social Responsibility at Shell Brazil.
In addition to the episodes, the campaign also 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. Furthermore, the publicity plan is being deployed at all stages of the campaign with 14 influencers who produce content for Instagram and TikTok.
With 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 the Luz, Consolão and Faria Lima (SP).
The production will also be expanded to cinemas over the course of two weeks, in more than 200 theaters in the three cities mentioned above, in addition to the capital of Minas Gerais and the state of Espírito Santo.
“We reversed the logic of the merchandise and instead of taking 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 brought the brand closer to people’s lives and We embrace the language of entertainment with everything. This is very innovative for the brand and the category”, said Alvin Shiguefuzi and Sabrina Villar, creative directors Wunderman Thompson.
The campaign reinforces Shell’s businesses connected to the future of energy, in addition to highlighting proprietary projects such as the Shell Eco-marathon and the Shell StartUp Engine, as well as sponsorship of the Rio de Janeiro Botanical Garden.
