PATHS OF TOMORROW
For Shell @ Wunderman Thompson
MY CONTRIBUTION
I was responsible for the core concept, writing creative presentations for global executives, campaign materials and festival submissions, and overseeing the entire production and campaign rollout.
RECOGNITION
1x Bronze + 1x Shortlist @ CCSP - Brazilian Creative Club
4x Shortlist @ Effie Awards
1x Shortlist @ WARC Awards
THE IDEA
The first soap opera to air during the commercial break of Brazil's most-watched soap opera.
Shell approached us with a huge challenge: turning the complex energy transition into a conversation.
We knew soap operas play a massive role in shaping conversations across Brazilian culture. But instead of doing a regular product placement, we created an entire soap opera about the future of energy. It was the first original branded telenovela to air during the commercial break of Brazil’s most-watched prime-time soap opera.
“A very unique creative idea.
We've never done something like this at Shell.”
Américo de Campos Silva, Global Head of Communications & Engagement at Shell
“An unexpected and captivating format: a soap opera”
