Who: Shell

Objective: Shell wanted to inspire the scientists of the future with a campaign that would capture their imaginations and illustrate the potential of sustainable energy. Malena Cutuli, global head of brand communications at Shell, says, “What we want is to inspire bright minds to go into science. We wanted to showcase an invention that was created by a participant of one of our programmes.”

Strategy: The Morro da Mineira football pitch in a Rio de Janeiro favela was chosen to benefit from the invention of sustainable floodlighting. The pitch had been left unused and the invention was intended to transform it into a safe community hub. By installing a new pitch, with floodlights powered by the footsteps of its players, Shell aimed to create a safe place for the football-loving local community. By broadcasting the story, Shell and Edelman PR hoped to inspire young people to realise the potential of science and consider careers in energy.

Rationale: Maggie Schmerin, vice president at Edelman, says, “The pitch and accompanying samba hall are at the heart of the community in Morro da Mineira. They have been used as an inspiration to footballers from the area who have gone on to play professionally. The local businesses around the pitch have also benefited from the floodlighting that makes the surrounding area more safe and secure.” She adds, “More than 25m people have viewed Shell video content featuring Morro da Mineira and Pelé – helping us to capture the attention of students in a surprising way and encouraging them to reconsider science studies and careers.”