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A Mini-Series from Shell Brazil Reveals the Future of Energy
In the context of the global push for sustainability, Shell Brazil launches the innovative campaign “Paths to Tomorrow.” This initiative offers a look at the future of energy and the energy transition, told through a mini-series starring Sophia Abrahão and Sergio Malheiros. The narrative will be broadcast starting today, November 6, during the break of the soap opera “Terra e Paixão,” on TV Globo, showcasing Shell’s commitment to renewable energy and socio-environmental responsibility.
A Story of Change and Innovation
Shell Brazil’s campaign “Paths to Tomorrow” brings a human perspective to the discussion of the energy transition. Through the journey of a young couple, Laura and Bruno, played by Abrahão and Malheiros, the mini-series of five episodes dives into reflections on sustainable habits and the legacy for future generations. With the arrival of a new family member, the couple faces questions and decisions about an eco-conscious lifestyle.
Communication Strategies for a Transitioning World
Glauco Paiva, executive manager at Shell Brazil, emphasizes that the campaign’s goal is to simplify the concept of energy transition, using a form of communication that resonates strongly with the Brazilian public – the soap opera. The partnership with Raízen, which operates under the Shell brand license, reinforces this movement, aligning global strategies with local actions to promote the energy of tomorrow.
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Business Synergy for Sustainable Energy
The campaign unites two forces from the energy sector, Raízen and Shell, in a joint effort to promote essential discussions about the future of energy. The creation of the mini-series, according to Otávio Azeredo from Raízen, aims to strengthen consumers’ relationship with the Shell brand, a century-old and trusted presence across the country.
Multichannel Promotion and Social Engagement
Shell Brazil has gone to great lengths to ensure that “Paths to Tomorrow” reaches as many people as possible. In addition to the premiere on open TV, the campaign will be broadcast on paid channels and social media, with the support of teasers and media insertions. Shell’s website will host an exclusive page, providing more information about the company’s efforts in energy investments and sustainability projects.
Shell Brazil’s Journey in Cinema and Beyond
Shell Brazil expands the experience of the mini-series to cinemas, with special screenings before showtimes. This strategy is part of a larger plan, meticulously designed by Wunderman Thompson, to engage the audience at all stages of the campaign. The agency, under the leadership of Renata Dall’ Onder, played a vital role in enhancing and connecting the campaign with the target audience.
Expanded Commitment to Strategic Activations
OOH activities at key locations such as the Museum of Tomorrow and important airports, as well as presence in subways of major cities, are part of Shell Brazil’s effort to make the campaign visible and impactful. The strategic partnership with Positivo Tecnologia, which provides technological support, reinforces the message of a greener and more digital future.
For more information about the campaign and Shell Brazil’s vision for the future of energy, visit www.shell.com.br/caminhosdoamanha.
Source: Shell Brazil Press Office – Edelman.
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