Shell Litros por Letras is a content platform, a joint initiative by Shell and Instituto Ayrton Senna.
The figure of racer Ayrton is so huge among Brazilians that whenever his image was featured it cast a shadow over any sponsorship or proposition - specially for the Shell brand and its tradition in competitive racing, in which among other feats, it was a personal sponsor of Ayrton throughout his career.
We created Litros por Letras to make a stand for the Shell brand and its support of Education, rather than just being a historic racing partner of Ayrton Senna during his outstanding Formula One run.
We contacted a range of celebrities and influencers, leaded by actress Maria Fernanda Cândido.
We set out to co-create a book, one chapter a week, with the storyline being proposed to the internet using Youtube Mastheads, Interactive Banners and a Landing Page - in all of the channels viewers could engage with the theme and submit their contributions. The editorial work was supervised by Companhia das Letras, the most prestigious publishing house in Brazil.
The idea chosen for the story was of Mr. Arlindo: a lonely unhappy old man, who would rather sleep night and day because during his dream his life was neither lonely nor sad.
Maria Fernanda Cândido presents the initiative and also invites people to interact with the campaign. 12k submitted written contributions. More then 200k participated in choosing where the story should go.
