Caminhos do Amanhã

2023

The soap opera inside the soap opera's break

While the topic of energy transition might not captivate the Brazilian audience, there's one subject that never fails to spark their interest: soap operas. Recognizing this national passion, we decided to take a creative approach to discuss Shell's dedication to the future of energy. We crafted a soap opera, "Caminhos do Amanhã" (Paths of Tomorrow), which unfolds the story of a couple navigating through significant changes in their lives.

This show was strategically aired during the commercial breaks of the country's most-watched soap opera, capturing the audience's attention for an entire week. By intertwining a crucial topic with a beloved form of entertainment, we were able to engage and educate our audience in an innovative and relatable manner.