Our client work

Campaign: Power of Sport

WPP company(s):
J. Walter Thompson London


Eleven million Brazilians live in favelas – shanty towns with little infrastructure and few community facilities. During the World Cup, J. Walter Thompson helped Shell build a football pitch in Morro da Mineira favela in northern Rio de Janiero – the world’s first pitch where the floodlights are powered by solar panels and kinetic tiles that capture the energy from the players’ footsteps. The initiative is part of Shell’s #makethefuture campaign that aims to address sustainable energy challenges by inspiring young people to pursue science studies and careers. The pitch was opened by football legend Pelé.


  • Reached 10.2 million young people
  • 5.4 million views of the campaign video
A stadium in a crowded town