Soap operas are central to Brazilian culture. That's why brands have been using melodramas as a key advertising platform for decades.

But in 2023, Shell wanted to dig into pop culture to promote something bigger than a product. The complex energy transition.

With a challenge this size, we couldn't do a regular product placement like all other brands. So instead, we decided to create an entire soap opera about the future of energy. That's right: for the first time, a brand aired an original soap opera during the TV break of Brazil's most-watched telenovela.